The Power of Partnership: How UNFI Private Brands Helped National Co+op Grocers Grow

April 8, 2025           5 minute read

National Co+op Grocers (NCG) and UNFI have maintained a strong partnership for more than 20 years. It traces back to UNFI's origins when some of NCG’s original co-ops were among UNFI co-founder Michael Funk’s first customers. Today, NCG is a cooperative of over 160 independently owned food co-ops, and it continues to work with UNFI to provide shoppers with high-quality, accessible products.

In the grocery industry, creating a unique value proposition is key to helping retailers stand out and drive sales. For years, NCG has partnered with UNFI’s Brands+ program to offer exclusive, high-quality products at competitive prices – all while boosting customer loyalty. 

NCG’s Field Day Promotion Proves the Power of Private Brands

One standout example of this strategy in action is NCG’s month-long Field Day promotion. Using UNFI’s private brand Field Day, NCG launched a campaign focused on making organic products more accessible, giving shoppers a compelling reason to choose their stores over competitors. The impact of the promotion was undeniable.

“We selected Field Day because it democratizes organic products, making them more accessible to a larger group of shoppers. By advertising at such great prices, we gave shoppers the opportunity to try products they hadn’t before—and now those shoppers are far more likely to explore Field Day across additional categories,” said Ben Nauman, NCG's Chief Commercial Officer.

This promotion ran during the month of November 2024 and resulted in one of the highest-performing sales months for NCG co-ops, with total store growth far exceeding expectations. Customer traffic also surged, nearly tripling projected growth, as the promotion successfully attracted new shoppers while increasing basket size among existing customers.

Driving Sales with Purpose

Beyond price and quality, today’s shoppers gravitate toward retailers that share their values. As part of the Field Day promotion, NCG linked every customer purchase to a donation benefiting North American Traditional Indigenous Food Systems (NĀTIFS). The initiative raised nearly $140,000, supporting NĀTIFS’s mission and reinforcing NCG’s commitment to community and food sovereignty, while also giving shoppers an added incentive to engage.

Looking Ahead: Private Brands as a Strategic Advantage

With the success of last year’s promotion, NCG and UNFI plan to make the initiative an annual tradition, continuing to tap into private brands to drive growth, strengthen shopper loyalty, and foster community support. Field Day’s success at NCG is a powerful example of how private brands, when used strategically, can be more than just products on a shelf. They can help retailers stand out, boost sales, and make a meaningful difference.