Blog · Distributor comparison
Most CPG brands sell through both KeHE and UNFI simultaneously. That means two portals, two code systems, two dispute processes, and two sets of deadlines managed by the same small team. This post maps the operational differences and where the complexity actually lives.
For CPG operations, finance, and sales teams managing deductions across both KeHE and UNFI.
A note on coverage depth
EasyOps was built on KeHE data first. We have classified all 111 KeHE prefix codes, validated classification rules at 100% accuracy for 48 of them, and built an audit tool that has processed real supplier exports. Our KeHE coverage reflects thousands of hours of work with real deduction data.
UNFI coverage is earlier. We have mapped the portal structure, understand the dispute process at a working level, and are actively building classification rules for UNFI codes. Where this post says “different” or “own system” on the UNFI side, that is an honest statement that we have not yet documented it to the same depth. We will update this post as our UNFI expertise reaches the level of our KeHE work.
Every CPG brand we speak with manages both distributors. That dual-distributor reality is the reason this comparison exists, even when one side is more complete than the other.
Portals and disputes
KeHE and UNFI each maintain their own supplier portal. There is no interoperability, no shared login, and no common API for suppliers. Every action must be performed separately in each system.
Dispute portal
KeHE
K-Solve: supplier-facing deduction and dispute portal. Shows deduction data, reason codes, and is the only accepted channel for filing disputes.
UNFI
UNFI Direct: separate supplier portal with its own login, interface, and dispute submission process. Navigation and field layout differ from K-Solve.
Dispute window
KeHE
180 days from the deduction date. Strict cutoff. Email submissions are no longer accepted.
UNFI
Varies by deduction type. Timelines are generally shorter for some categories. Check current UNFI terms for exact windows.
Evidence format
KeHE
Portal-only submissions through K-Solve. Expects PO-specific evidence packages: BOLs, PODs, signed deal sheets, timestamped EDI records.
UNFI
Portal submissions through UNFI Direct. Evidence requirements vary by deduction category. Attachment formats and size limits differ from KeHE.
Deduction visibility
KeHE
K-Solve exports to Excel. Up to two years of historical transaction detail. Prefix codes identify deduction type.
UNFI
UNFI Direct provides deduction reporting. Different code system, different export format, different field naming conventions.
Fee structures
Both distributors charge fees for logistics, promotions, compliance, and fill-rate shortfalls. The rates, code systems, and billing cadence are entirely separate. A fee that is one line item at KeHE may appear as multiple entries at UNFI, or vice versa.
Code system
KeHE
111 distinct prefix codes. Each represents a different billing mechanism. EasyOps has validated classification rules for 48 codes at 100% accuracy.
UNFI
Own code taxonomy. Different naming conventions, different groupings. EasyOps is actively mapping UNFI codes but has not yet reached the same depth as KeHE.
Freight and logistics
KeHE
IBR (Inbound Receiving) fee schedule. Freight codes (FF prefix). Specific per-unit and per-case rates.
UNFI
Own freight and logistics fee structure. Different rate structures and billing cadence.
Promotional fees
KeHE
P&P (Promotions & Placement) fee schedule. Introductory allowances (IAA, 15% minimum), slotting (S), placement (P, IP, NP, PL).
UNFI
Own promotional fee structure. Different terminology for similar concepts. Trade spend mechanics differ in how they appear on remittance.
Fill-rate penalties
KeHE
SLF: Service Level Fine. 3% fee when fill rate drops below 95%.
UNFI
Own fill-rate penalty structure. Different thresholds and calculation methods.
Minimum charges
KeHE
MCB: Minimum Case Buy at 8%. Applies when order volume falls below threshold.
UNFI
Own minimum order requirements. Different calculation basis and percentage.
For the full KeHE code reference, see the 111 prefix codes hub. UNFI code mapping will be published as validation reaches parity.
Routing and compliance
Your 3PL ships to both KeHE and UNFI DCs from the same warehouse. But each distributor has its own scheduling system, pallet specifications, temperature requirements, and labeling rules. Non-compliance at either generates chargebacks.
Scheduling
KeHE
C3 Reservations: appointment scheduling for inbound loads. Specific booking windows and lead-time requirements.
UNFI
Own scheduling system with different booking process, lead times, and confirmation requirements.
Pallet requirements
KeHE
GMA pallets required. Specific stacking and wrapping standards per DC.
UNFI
Own pallet specifications. Requirements may differ by region and DC.
Temperature
KeHE
Specific temperature bands for dry, refrigerated, and frozen. Compliance is checked at receiving.
UNFI
Own temperature requirements. Band definitions and monitoring may differ.
Barcode and labeling
KeHE
GTIN compliance required. IX-ONE imaging. Gladson imaging for marketing content.
UNFI
Own barcode and labeling requirements. Different imaging and compliance verification processes.
For KeHE-specific compliance rules, see the KeHE compliance guide.
The dual-distributor problem
Every CPG brand that sells through both KeHE and UNFI experiences the same compounding problem. Two complete systems, each with full operational weight, managed by the same one to three people who also handle sales, forecasting, and broker coordination.
K-Solve and UNFI Direct are completely separate systems. Different URLs, different credentials, different navigation. There is no shared view. An ops team managing both distributors Alt-Tabs between two portals, each with its own logic for finding the same type of information.
A shortage at KeHE is coded differently than a shortage at UNFI. The same operational event, such as a short shipment at receiving, generates deductions with different codes, different field names, and different reference structures. Classification rules that work for one distributor do not transfer to the other.
The 180-day window at KeHE is a hard cutoff. UNFI timelines differ by category. A team that misses a deadline at one distributor because they were focused on the other has lost recovery potential permanently. The calendaring burden alone is a workflow problem.
The BOL, POD, and packing list come from the same warehouse and carrier regardless of which distributor the order was for. But the format each distributor expects for dispute evidence differs. The same document may need to be packaged differently for each submission.
Most emerging CPG brands have one to three people managing both distributor relationships simultaneously. The operational complexity doubles when you add a second distributor, but headcount rarely follows. The work either gets slower, less thorough, or both.
How EasyOps approaches this
The Intelligent PO workspace is designed around the reality that CPG brands work with multiple distributors simultaneously. The architecture does not assume one distributor. It normalizes the PO regardless of source.
Purchase orders from both KeHE and UNFI appear in the same workspace with the same structure. The PO is the unit of work, not the distributor portal.
BOLs, PODs, photos, and communications attach to the purchase order regardless of which distributor issued it. The evidence does not live in a distributor-specific silo.
Deduction classification rules are specific to each distributor's code system. A KeHE SLF code and a UNFI fill-rate penalty are classified using different rules but surface in the same investigation workflow.
KeHE classification is production-ready with validated rules for 48 of 111 codes. UNFI classification is in active development. See the architecture guide for how the workspace connects distributor data sources.
Frequently asked
EasyOps has deep KeHE expertise today: 111 deduction codes classified, a compliance guide, a K-Solve audit tool, and validated classification rules. UNFI support is actively in development. The Intelligent PO workspace is designed to normalize POs from both distributors, and deduction classification will adapt to each distributor's code system as coverage expands.
The underlying evidence, such as BOLs, PODs, and carrier records, is the same regardless of distributor. However, each distributor has different portal requirements for how that evidence is submitted, what fields are required, and what formats are accepted. The documents are the same; the packaging differs.
Neither is universally harder. KeHE has more deduction codes (111 prefix codes) and a strict 180-day dispute window through K-Solve only. UNFI has its own complexity with different timelines and processes. The real difficulty is managing both simultaneously with limited staff, because the systems do not share any common interface.
Start with a single calendar view that shows deadlines for both distributors, coded by distributor. The Intelligent PO workspace is building toward this: surfacing dispute windows from both KeHE and UNFI against the same PO timeline, so nothing expires while the team is focused elsewhere.
At KeHE, EasyOps audit data shows approximately 88% of deduction dollars are contractual passthrough. The disputable portion is smaller than most brands expect. UNFI data is still being collected, but early patterns suggest a similar dynamic: the majority of deductions follow agreed terms. The exact split depends on your product categories, trade programs, and compliance track record.
Evidence boundary: This comparison is an operational reference, not a substitute for current distributor documentation. KeHE and UNFI update their terms, portals, and fee structures independently. Always verify current requirements directly with each distributor. Where this post describes UNFI processes in general terms, it reflects that EasyOps documentation for UNFI is developing and has not reached the validation depth of our KeHE coverage.
Start with what you know
