UPC Management: Jake Deleon, Fila Manila and Alex Sorenson, Blank Slate Kitchen
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 10 May 2024
⏱️ 34 minutes
🧾️ Download transcript
Summary
This episode was sponsored by Hummingbirds. Go to hummingbirds.com/startupCPG
This episode was sponsored by Cin7. Go to cin7.com/startupcpg
This episode was sponsored by Grassroots Marketing. Schedule a call at https://calendly.com/grassrootsmarketing/grassroots-x-startupcpg-intro-call)
Join Grace Kennedy in this bonus episode of the Startup CPG podcast as she is joined by Jake Deleon, the founder and CEO of Fila Manila and Alex Sorenson, the Founder and CEO of Blank Slate Kitchen to delve into the complexities of UPC (Universal Product Code) code management. Discover the pivotal decisions behind altering UPC codes, influenced by factors such as pricing strategy, market competitiveness, and cost efficiency.
Hear firsthand accounts of how Jake and Alex approached UPC modifications to meet distribution demands and navigate retailer approvals. From adjusting net weight to strategic inventory planning, learn the intricacies of UPC management and the importance of sales forecasting in ensuring smooth transitions. Gain invaluable advice from founders on starting small to gather consumer feedback, assessing velocity metrics for store performance, and engaging effectively with distributors and retailers.
Plus, explore how adapting product sizes can positively impact buyer behavior and discover proactive measures like promotions and discounts to manage UPC changes effectively.
Don't miss out on the latest strategies for success in the CPG industry - Tune in now!
Listen in as Jake and Alex share about:
- Cost Consideration of Changing UPC Codes
- Challenges of Not Changing UPC Codes
- Amazon Complications
- Updating Product Records and GS1 Data Hub
- Managing Changeovers and Mitigating Risks
- Refills and Negotiations with Retailers
- Advice for Founders
- Product Promotion and Sales
- Brand Promotion
Episode Links:
Blank Slate Kitchen Website
Alex Sorenson’s LinkedIn
Fila Manila Website
Jake Deleon LinkedIn
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
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- Episode music by Super Fantastics
Cin7 Links:
- Get a free month trial and then 50% off your first 3 months. Check out cin7.com/startupcpg
Hummingbirds Links:
- Find case studies, content + an exclusive chance to win a FREE custom managed campaign. Visit Hummingbirds.com/startupCPG
Grassroots Links:
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Transcript
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| 0:00.0 | Imagine this. You get accepted into a new regional chain. Hooray! Now, the race to drive velocity begins, but awareness plays are so expensive, demos, displays, coupon programs, the list goes on. |
| 0:14.0 | But what if there was a way to connect with millennial women, some of the most important shoppers out there, to actually go into the store, buy your product, |
| 0:21.6 | and then post about it to their trusted friends and neighbors. |
| 0:24.6 | Well, now there is. Meet Hummingbirds, the new platform that connects your brands with real shoppers in a specific city. |
| 0:31.6 | Hummingbirds lets you set up your campaign, match with the local birds who are interested, |
| 0:36.6 | and then track the social |
| 0:38.0 | impact of the campaign. It's such a cool concept to hear about a product from someone from my own |
| 0:43.3 | community that I know and trust rather than some big-time influencer who might not even be relevant |
| 0:48.4 | in certain zip codes. To learn more, check out hummingbirds.com backslash startup CPG, |
| 0:55.4 | and you can even register for a chance to win a free custom-managed program. |
| 1:00.3 | Terms and conditions apply. |
| 1:02.0 | Please visit the website for details. |
| 1:03.9 | Good luck. |
| 1:28.5 | Thank you. Generally, if you are changing your UPC code, the distributors and the retail accounts you have, particularly large ones, will often require you to free-fill for any UBC change. |
| 1:30.9 | That was probably the largest factor. |
| 1:33.4 | That's depending on your distribution, how many doors you're in, how many distributors you have, which distributors those are. |
| 1:39.8 | That could be a small or a huge cost. |
| 1:42.9 | I think for more distributor brands like Philo Manila, I think the challenge is that when |
| 1:46.9 | you change the net weight, it's almost a requirement to change your UPC. |
| 1:51.2 | A lot of that requirement is driven mainly by the retailers and also from distributor as well, |
| 1:56.9 | because whatever you change that would affect the consumer pricing, it is something you have to |
| 2:00.7 | change. |
... |
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