UNFI and KeHE Deductions: Brand Playbook and Case Studies with Roma

UNFI & KeHE Deductions Explained: How CPG Brands Recover Lost Revenue | Startup CPG Webinar Most emerging CPG brands don't realize how large their deductions problem is until it starts impacting cash flow and monthly close. By then, finance teams are buried in spreadsheets, retailer portals, credit memos, and dispute emails. In this Startup CPG webinar, Ujwal Kalra, Co-Founder & CEO of Roma, and Jasen Arias, VP of Good Day Chocolate, break down where money actually gets lost after product ships — and the practical systems lean teams use to stay on top of UNFI, KeHE, and retailer deductions without adding massive overhead. They walk through the most common deduction types across UNFI, KeHE, and major retailers, which deductions are often invalid (and why they go unchallenged), and the real case study of how Good Day Chocolate recovered $38K in invalid deductions. You'll also get a clear look at why monthly close becomes so painful — multiple portals, cryptic codes, information buried in PDFs — and a practical framework for tracking, validating, and disputing deductions. Ideal for founders, finance teams, controllers, and sales leaders managing retail growth and retailer complexity with lean teams. Takeaways: The most common deductions across UNFI, KeHE, and retailers — and what they actually mean Which deductions are often invalid, and why most brands never challenge them How Good Day Chocolate recovered $38K in invalid deductions Why monthly close, cash application, and credit memo booking become painful for lean finance teams A practical framework for tracking, validating, and disputing deductions 🎁 Startup CPG exclusive: book a Roma demo and claim your first month free Connect with our guests: Ujwal Kalra — Co-Founder & CEO, Roma 🔗 LinkedIn:   / kalraujwal   Jasen Arias — VP, Good Day Chocolate 🔗 LinkedIn:   / jasenarias   About Roma: Roma is a deductions and cash visibility platform built for emerging CPG brands managing retailer deductions across UNFI, KeHE, and major retailers. Backed by investors like Accel and Matrix, Roma helps finance teams automate deduction tracking, recover invalid chargebacks, and gain cash flow visibility without spreadsheets and manual workflows. Roma works with 170+ CPG brands, including Desert Creek Honey, Mochidoki, and LOVE CORN. About Startup CPG: Startup CPG is the largest community for emerging brands: 40,000+ Slack members, the #1 podcast in CPG, 100+ events per year, and award-winning resources to help brands grow. Join free today: https://startupcpg.com/sign-up Resources: Roma – https://www.runroma.com/ 🌟 Startup CPG community exclusive offer: book a demo through this page to claim your first month free, and keep your KeHE and UNFI creds handy for the call – https://bit.ly/4ptJRDx ❓If you can't find a meeting slot above, drop a "hi" here with your email and the Roma team will reach out – https://bit.ly/4aXIfMf Stay connected: 📸 Instagram:   / startupcpg   🔗 LinkedIn:   / startupcpg   #StartupCPG #UNFI #KeHE #RetailerDeductions #CPG #Deductions #CPGFinance #CashFlow #Chargebacks #CPGBrands #EmergingBrands #RetailDistribution #FoodAndBeverage #CPGOperations #MonthlyClose #FinanceOps #TradeSpend #Roma #GoodDayChocolate #RetailStrategy #DistributorDeductions #CPGCommunity #FoodBusiness #BrandGrowth #2026Trends