Streamlining Workflows: Cappello’s Upgrades their Trade, Deduction, and Cash App Operations

The Problem

Cappello’s is on a mission to redefine frozen foods with their almond flour-based pizzas, pastas, and cookie dough — all made with real ingredients and a commitment to sustainability. As the brand expanded nationwide, so did the operational complexity behind the scenes.

Managing deductions and trade promotions became increasingly time-consuming. The team was using a hybrid system: partially manual tracking alongside Vividly for deduction scanning. But the workflow wasn’t scalable.

“Many, many hours were spent weekly on trade spend reporting, record keeping, and forecasting,” said Lacee, Senior Staff Accountant and Sales Finance Manager.

The limitations quickly became clear. Template mapping delays and slow ticket response times with Vividly meant critical processes like deduction reconciliation and reporting stalled for weeks. During promotional periods, the workload could spike by 20 hours per week — pushing Cappello’s to consider hiring just to keep up.

The Solution

In 2023, Cappello’s partnered with Confido to overhaul how they managed trade spend, deductions, and cash application.

“Working with folks who know your business and priorities personally, and not just as a number on a giant balance sheet, is refreshing and invigorating,” said Lacee.

Confido collaborated closely with Cappello’s to get up and running quickly, customizing workflows and integrating feedback along the way. With Confido’s platform, Cappello’s automated key processes that were previously manual, inconsistent, and error-prone.

Tasks that once required hours of combing through 250-page remittance PDFs now take a single click — backed by up to 99% accuracy and significantly reduced risk of human error.

“Their system is slick, gets to the point. They even added clearing based on our feedback and it was another game-changing feature. Payment application is more timely and accurate than it ever was in the past.”

The Result

Since moving to Confido, Cappello’s has reduced the time spent on trade spend management by 75%. What once consumed entire workdays now happens automatically, with greater precision and control.

“Much less time spent, far better results. Confido has been a huge win for our business and trade spend reporting accuracy.”

What’s more, Confido’s automation enabled the team to absorb growth without hiring additional staff — improving margins and keeping the business lean as it scales.

Confido continues to work with Cappello’s as a close partner building solutions designed specifically for the needs of CPG finance teams.

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