#189 - Distributor Spotlight: Tim Dornfeld, KeHE
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 1 April 2025
⏱️ 58 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Tim Dornfeld,
Director of Category Management at KeHE, to dive deep into what every brand should know about working with a distributor. Tim shares valuable insights on common misconceptions, the key factors that set successful brands apart, and how KeHE supports emerging brands through programs like KeHE Elevate and Trend Finder.
They also discuss the role of KeHE as a Certified B Corp, how the company fosters community impact through KeHE Cares, and the importance of category management in identifying innovation that will perform well at retail. Plus, Tim reveals the latest industry trends, including the rise of protein-packed products, non-alcoholic beverages, and global flavors.
Whether you're a new brand looking to break into distribution or an established one aiming to scale, this episode is packed with actionable advice to help you navigate the process effectively.
Tune in now!
Listen in as they share about:
- Working with KeHE
- KeHE's Role in Brand Growth
- KeHE’s Company Culture & Initiatives
- KeHE Trade Shows & Retailer Trends
- How & When Brands Should Approach KeHE
- Distribution Strategy & Scaling with KeHE
- Marketing & Promotion Strategies
- Mistakes Brands Should Avoid
- Advice for Brands Entering KeHE
Episode Links:
Website: https://www.kehe.com/
LinkedIn: https://www.linkedin.com/in/timdornfeld/
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Show Links:
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- Episode music by Super Fantastics
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Hey, do you know about Mini Social? |
| 0:03.7 | So it takes seven touch points on average to convert a potential consumer. |
| 0:07.3 | You can get started by meeting your consumers where they can see you every day on social. |
| 0:11.9 | Our friends at Mini Social work with brands on micro-influencer amplification and UGC creation. |
| 0:18.2 | You can get content that's fully licensed for use on your own marketing channels |
| 0:21.6 | and watch creators post about your products to their audience. |
| 0:25.6 | Mini Social has been around since 2018, partnering with over 1,000 CPG brands like |
| 0:30.3 | Bonza, Outstanding Foods, Fly By Jing, Hydrant, Love Wellness, and many more. |
| 0:34.6 | You can learn how it works by visiting CPG.binisocial.com and take a look |
| 0:39.5 | of their case studies. |
| 0:40.6 | Make sure to mention us at Startup CPG for a special |
| 0:43.1 | discount. |
| 1:04.7 | Thank you. Yeah, so I mean, I think what we can do is we can help to kind of consult. |
| 1:07.1 | I've always felt like the category management role. |
| 1:12.1 | As much as we're, you know, supplier facing and innovating. There's a lot of, like, |
| 1:17.7 | education and consultation that we do with, especially newer and emerging brands, right? So it's, it's helping them to understand, especially if they're new to retail, like what is sort of expected |
| 1:22.6 | of them. There is some of that where the retailers would like the fact that we are able to help advise these brands, |
| 1:29.4 | make them a little bit more retail ready, especially the new and emerging brands that haven't |
| 1:33.9 | necessarily gone through the retail space. |
| 1:38.2 | Welcome, welcome, everybody. |
| 1:39.6 | Today we're going to learn all about Cahey distributors. |
| 1:41.8 | It's one of the most important pieces of the CPG ecosystem. And we've got the perfect guest, Tim Dornfeld. He is a director of category |
... |
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