Working with UNFI & KeHE: The Complete Resource
Working with UNFI & KeHE can jump-start brand growth and expand grocers’ assortments across thousands of natural and specialty retail doors. But they aren’t a one-size-fits-all fix; not a magic pill. This hub covers cost-plus, brand success under current policies, and alternative distribution models; all to help you navigate national distribution with confidence knowing CPG Guy has your back every step of the way.
National Distributors 101: UNFI & KeHE at a Glance
Setting the Stage for Natural & Specialty Distribution
If you’re brand-new to these distribution giants, start here. Learn how UNFI and KeHE became industry leaders, the basics of their cost-plus model, and why they’re so integral to the grocery landscape. Perfect for both small grocers and emerging brands who need a high-level understanding of national distribution.
Grocer’s Guide to Professional Services & Cost-Plus Models
What Retailers Need to Know
This guide speaks directly to independent and regional grocers. Whether you’re considering professional services like category resets or worried about how cost-plus impacts your margins, this page breaks down the pros and cons, along with tips for ROI. Learn how to avoid surprises and keep your local store identity intact.
Working with UNFI: Fees, Policies, and Survival
Understanding UNFI’s Restructuring & SSA Policy
The New Policy That’s Changing the Game?
UNFI has undergone significant reorganization, launching the Simplified Supplier Approach (SSA) to consolidate fees. This page explains what SSA is, why UNFI introduced it, and how it influences both brands and grocers. If you’re curious about fee bundling, data access, or shifting warehouse operations, start here.
Cost-Plus & Inside Income: The Hidden Economics of Distribution
Understanding Distributor Profits Beyond Markup
Think cost-plus is all you pay? Dive into the myriad ways distributors earn revenue—data fees, spoilage allowances, promotional buy-ins, freight pads, and more. Get a full picture of the “inside income” that can chip away at your margins or inflate store prices. Ideal for both brands and grocers who want to manage costs more effectively.
Brand Success in the SSA Era: Navigating UNFI’s New Policy
Thriving Under the Simplified Supplier Approach
With UNFI’s SSA rolling up multiple fees into a single percentage, brands need to actively manage their partnership and margins. Learn how to leverage included data access, maintain profitability, and stay agile if future policy tweaks arise. Great for brands who want a proactive, solution-oriented take on SSA.
KeHE’s Emerging Brand Program
A Growth Path for New CPG Brands
KeHE has a robust Emerging Brand platform, offering specialized onboarding, marketing support, and category insights. This piece, authored in collaboration with KeHE, reveals how smaller CPGs can tap into their program for faster retail expansion. If you’re an up-and-coming brand looking for real partnership, see what KeHE can bring to the table.
Alternatives & Hybrid Approaches to National Distribution
Beyond UNFI & KeHE—Other Models to Explore
Not everyone needs a full-scale national distributor right away. From Dot Foods to Pod Foods, Rainforest, or 3PL startups like TheDisCo, there are many ways to reach retailers. This page compares top alternatives and shows how to build a hybrid strategy if you’re not ready—or don’t want—to rely on UNFI or KeHE alone.
Preparing for National Distributors: Are You Really Ready?
Self-Assessment for Emerging & Growth-Stage Brands
Before you jump into large-scale distribution, ensure you can handle bigger orders, extended payment cycles, and the margin sacrifices of cost-plus. This page offers a readiness checklist covering production capacity, marketing velocity, broker relationships, and cash flow. Perfect for founders asking, “Am I big enough for UNFI yet?”
A Roadmap, Not a Destination
Working with UNFI & KeHE can unlock massive retail exposure; but it also demands thorough margin planning, operational readiness, and active partnership management. The most important part; never lose sight of your consumers! These guides are designed to help you navigate everything from basic cost-plus mechanics to advanced policy shifts like SSA. Explore the pages that match your current stage—whether you’re a local grocer curious about professional services or a brand prepping for national expansion—and keep refining your strategy as you grow.