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Exactly. And if you are smaller or more niche, you are not going to have your own trucks. So you rely on a third party to do that work for you.

And it's this part of the supply chain that happens to be characterized by these really sort of Byzantine rules and conventions that involve fees and charges, and they can really rack up. And so this is this other piece of the inflation story that is particularly the case for a lot of the smaller brands that you might be putting in your grocery cart.

And it's this part of the supply chain that happens to be characterized by these really sort of Byzantine rules and conventions that involve fees and charges, and they can really rack up. And so this is this other piece of the inflation story that is particularly the case for a lot of the smaller brands that you might be putting in your grocery cart.

And it's this part of the supply chain that happens to be characterized by these really sort of Byzantine rules and conventions that involve fees and charges, and they can really rack up. And so this is this other piece of the inflation story that is particularly the case for a lot of the smaller brands that you might be putting in your grocery cart.

And where the rub is, is that sometime in the future, you're going to receive a payment from your distributor. And there will be dozens and often dozens and dozens of deductions that are taken off. And these are just sort of like a long string of numbers, you know, that are attached to your check stub. And they will be minus numbers. And this is where a lot of the tension and conflict comes in.

And where the rub is, is that sometime in the future, you're going to receive a payment from your distributor. And there will be dozens and often dozens and dozens of deductions that are taken off. And these are just sort of like a long string of numbers, you know, that are attached to your check stub. And they will be minus numbers. And this is where a lot of the tension and conflict comes in.

And where the rub is, is that sometime in the future, you're going to receive a payment from your distributor. And there will be dozens and often dozens and dozens of deductions that are taken off. And these are just sort of like a long string of numbers, you know, that are attached to your check stub. And they will be minus numbers. And this is where a lot of the tension and conflict comes in.

You know, consolidation in the distribution industry is part of this story. You know, the distributors, they themselves operate on incredibly thin profit margins. These are not companies that are just racking it up. And so they have had to, you know, they have consolidated over time in order to stay afloat. themselves.

You know, consolidation in the distribution industry is part of this story. You know, the distributors, they themselves operate on incredibly thin profit margins. These are not companies that are just racking it up. And so they have had to, you know, they have consolidated over time in order to stay afloat. themselves.

You know, consolidation in the distribution industry is part of this story. You know, the distributors, they themselves operate on incredibly thin profit margins. These are not companies that are just racking it up. And so they have had to, you know, they have consolidated over time in order to stay afloat. themselves.

And that just means that there aren't very many national distributors for brands to choose from.

And that just means that there aren't very many national distributors for brands to choose from.

And that just means that there aren't very many national distributors for brands to choose from.

And distributors will say, you know, look, these brands would not have access to stores nationally if it weren't for us. And I think it's true that, you know, a lot of these smaller brands, they can be naive about just what it costs to really start distributing your product nationwide. Who says that they're naive? So distributors will say that the smaller brands...

And distributors will say, you know, look, these brands would not have access to stores nationally if it weren't for us. And I think it's true that, you know, a lot of these smaller brands, they can be naive about just what it costs to really start distributing your product nationwide. Who says that they're naive? So distributors will say that the smaller brands...

And distributors will say, you know, look, these brands would not have access to stores nationally if it weren't for us. And I think it's true that, you know, a lot of these smaller brands, they can be naive about just what it costs to really start distributing your product nationwide. Who says that they're naive? So distributors will say that the smaller brands...

You know, they can be, they're run by these great entrepreneurs, great creators with a great idea for a food product, but that, you know, they don't fully understand what they're taking on. What it is to be in the big leagues. Exactly. You know, Kehi told me that something like 87% of small brands fail. You know, there's just huge churn.

You know, they can be, they're run by these great entrepreneurs, great creators with a great idea for a food product, but that, you know, they don't fully understand what they're taking on. What it is to be in the big leagues. Exactly. You know, Kehi told me that something like 87% of small brands fail. You know, there's just huge churn.

You know, they can be, they're run by these great entrepreneurs, great creators with a great idea for a food product, but that, you know, they don't fully understand what they're taking on. What it is to be in the big leagues. Exactly. You know, Kehi told me that something like 87% of small brands fail. You know, there's just huge churn.

And I think small brands would say a big part of their struggle is with distributors. And the distributors will say, hey, a lot of the problem is grocery. So there's, you know, there's a lot of finger pointing within the industry.