# UPC Management: Jake Deleon, Fila Manila and Alex Sorenson, Blank Slate Kitchen

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-05-10
- Length: 30m
- Episode: 37
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-10-upc-management-jake-deleon-fila-manila-and-alex-sorenson-blank-slate-kitchen
- Listen: https://share.transistor.fm/s/b33151d5

## Summary

Jake Deleon of Fila Manila and Alex Sorenson of Blank Slate Kitchen discuss the operational complexities of changing Universal Product Codes (UPCs) when altering product net weight or packaging. Jake explains that national distribution through major distributors like Unfi and KeHE often mandates UPC changes for any net weight shift, forcing inventory depletion strategies and potential free-fill negotiations. Alex details his decision to retain his UPC despite a 25% weight change to avoid free-fill costs, which resulted in significant Amazon listing complications and incorrect GS1 database records.

## Outline

1. Introduction: Jake Deleon and Alex Sorenson
2. The UPC Change Decision: Cost vs. Compliance
3. Jake's National Distribution Challenges with Unfi and KeHE
4. Alex's Amazon Listing and GS1 Database Issues
5. Strategic Drivers: Pricing, Velocity, and Margins
6. Advice for Founders: Starting Small and Negotiating

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

companies scaling up

## Mentioned

- Fila Manila (company)
- Blank Slate Kitchen (company)
- Unfi (company)
- KeHE (company)
- Whole Foods (company)
- Amazon (company)
- GS1 (other)
- Sichuan chili oil (product)
- Banana ketchup (product)

## Related episodes from other shows

- [108: Archibook](https://hardwarepodcasts.com/podcast/thoroughly-considered/2024-02-23-108-archibook) (Thoroughly Considered)
- [Advice Line with Daymond John of FUBU](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-27-advice-line-with-daymond-john-of-fubu) (How I Built This)
- [349 - Why all your UPC barcodes might be going away soon! Ned Mears from GS1](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-18-349-why-all-your-upc-barcodes-might-be-going-away-soon-ned-mears-from-gs1) (People of Packaging)
- [Advice Line with Tariq Farid of Edible Arrangements](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements) (How I Built This)
- [Advice Line: Scaling Strategies](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-05-22-advice-line-scaling-strategies) (How I Built This)

## Citing this page

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