David Abadin And DisCo’s Mission To Disrupt Distribution

For many emerging food and beverage brands, distribution becomes the challenge they didn’t fully see coming. The product may be strong, the story may resonate, and the demand may be real, but the path to the shelf can still be expensive, opaque, and hard to control. What would it look like if distribution worked with founders instead of feeling like a necessary evil?

A better distribution model starts with transparency, shared data, and incentives that actually support brand growth. David Abadin brings years of purchasing and distribution experience to the conversation, explaining why founders need clearer pricing, fewer hidden costs, and more visibility into where their products go. Rather than treating grocery as the only meaningful channel, David encourages brands to think about offices, gyms, hotels, coworking spaces, and other overlooked places where consumers engage with food. The takeaway is practical: founders can protect margins, brand equity, and momentum by asking better questions, understanding their contracts, and choosing partners who act like an extension of the brand.

On this episode of the Firebelly Social Show, Duncan Alney talks with David Abadin, Founder of DisCo, about why food distribution needs more transparency and better incentives. David shares how brands can avoid hidden costs, use data to guide growth, and explore alternative sales channels beyond retail.

Here’s a glimpse of what you’ll learn: 

• [1:31] David Abadin shares why food distribution is the industry’s “worst kept secret”
• [6:20] Hidden fees, deductions, and chargebacks that can derail small CPG brands
• [9:05] The difference between wholesalers and distributors
• [11:05] Why the physical side of distribution is so hard to disrupt
• [14:05] The origin story behind the name DisCo
• [17:41] How DisCo approaches transparent pricing and brand-approved margins
• [23:20] Alternative sales channels brands must explore
• [30:20] The hardest part of building a new food distribution model
• [45:33] David’s shoutout to the mission-driven brands in DisCo’s portfolio

About David Abadin:

David Abadin is the Founder of DisCo, a company modernizing food distribution by providing transparent, technology-driven solutions for emerging and mission-driven brands. Under his leadership, DisCo helps brands reduce the hidden friction of traditional distribution, retailer relationships, and alternative channels while enabling greater transparency and control through custom pricing and real-time data sharing. David’s background includes nearly a decade on the purchasing side of food distribution and a role on the Advisory Board at Sharing Excess. 

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• David Abadin on LinkedIn
• DisCo
• Mamame Tempeh Chips
• Wizzie’s Fresh Brewed Tea
• Cabi Foods
• ITO EN
• Santa Gula
• Happy Moose Juice
• Natural Products Expo West
• NEXTY Awards
• Daily Crunch
• Yellowbird®
• Soda Jerk
• Burroughs Family Farms
• Long Weekend
• RINGA
• Pacific Soul
• Date Better

Quotable Moments:

• “What the real disruption is, is the operating layer on top.”
• “So I want to feel like an extension of the brands instead of this necessary evil that exists today.”
• “There are ways to amplify the voice instead of quieting it.”
• “There is no better salesperson for a brand than the brand.”
• “Give yourself room to breathe.”

Action Steps: 

1. Read distribution contracts closely: Understanding terms, deductions, and hidden costs can help founders protect margins before costly surprises appear.
2. Build pricing from the shelf backward: Starting with SRP and retailer margin helps brands create pricing that supports velocity and sustainability.
3. Request transparent sales data: Knowing where products sell and at what price helps brands make more informed marketing and growth decisions.
4. Explore channels beyond grocery: Offices, gyms, hotels, coworking spaces, and foodservice can create profitable growth without relying only on retail.
5. Choose partners with aligned incentives: Working with distributors who support brand control, transparency, and shared success can reduce friction and improve outcomes.

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