# #189 -  Distributor Spotlight: Tim Dornfeld, KeHE

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-04-01
- Length: 56m
- Episode: 137
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-01-189-distributor-spotlight-tim-dornfeld-kehe
- Listen: https://share.transistor.fm/s/04f6c6e9

## Summary

Tim Dornfeld, Director of Category Management at KeHE, explains that securing distribution is just the beginning of the work, requiring brands to be retail-ready and proactive in their sales efforts. He details KeHE's support structures, including the KeHE Elevate program, Trend Finder events, and the administrative allowance, which help emerging brands navigate costs and gain visibility. Dornfeld highlights current industry trends such as protein-packed products, non-alcoholic beverages, and global flavors, while emphasizing the importance of having a clear P&L and promotional strategy before approaching a national distributor.

## Outline

1. Introduction: Tim Dornfeld and KeHE's Role
2. Misconceptions About Distribution and Brand Responsibility
3. KeHE Culture, B Corp Status, and Community Impact
4. KeHE Trade Shows, Trend Finder, and Retailer Trends
5. Current Industry Trends: Protein, Non-Alcoholic, and Global Flavors
6. How to Approach KeHE and Timing for Distribution
7. KeHE Programs: Elevate, New @KHI, and Administrative Allowance
8. Financial Planning, Promotions, and Common Roadblocks

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- KeHE (company)
- Nestle Purina (company)
- Sprouts (company)
- PetSmart (company)
- Petco (company)
- RangeMe (tool)
- KeHE Connect (tool)
- KeHE Elevate (product)
- Trend Finder (product)
- New @KHI (product)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [Advice Line with Mark Ramadan of Sir Kensington's](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-27-advice-line-with-mark-ramadan-of-sir-kensingtons) (How I Built This)
- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)
- [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)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-01-189-distributor-spotlight-tim-dornfeld-kehe. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.