The Evolution of Partnership: How UNFI Empowers Retailers and Suppliers to Differentiate and Thrive in Today's Marketplace

March 21, 2025           5 minute read

Retailers and suppliers both know grocery competition is fiercer than ever. Consumers are seeking the best value and the best selection of products wherever and whenever they shop. This demand has created new industry growth strategies where partners work together to meet the unique needs of shoppers and their communities. By working with UNFI, retailers and suppliers alike can create compelling shopping experiences and maximize their growth potential.

Providing Lasting Value and Unique Shopping Experiences for Retailers

As consumer shopping habits evolve, retailers should follow suit with new capabilities, programs, and services that help them stand out from their competition. One way we do that at UNFI is by giving our partners a wide variety of brands across natural, fresh, organic, specialty, and conventional grocery products, which helps them give their consumers the choices and experiences they want. This includes UNFI’s private label portfolio that delivers on quality and taste – and helps grow sales and increase margin dollars. Our eight core Brands and more than 5,000 Brands+ SKUs span every aisle and price point to satisfy each shopper’s distinct needs and wants.

“It is important for us to keep our loyal customer base. We do so by having offerings that our competitors can’t offer,” said Rick Silvia of Dave’s Marketplace. “We sell a lot of natural, organic, and specialty foods and we do not have our own private label. UNFI has offered a line of products that allows us to compete, which has become our private label.”

With decades supporting retailers big, small, and everywhere in between, UNFI’s expert teams understand this industry like no other. Our deep knowledge helps us create customized solutions for retailers designed for their specific shoppers, employees, and communities. This leads to:

• Reduced costs with credit card processing, coupon processing, and equipment procurement.
• Improved assortment strategy with custom planograms, floor planning, and shelf execution.
• Greater traffic and sales through the UNFI Media Network, digital circulars, online shopping, loyalty programs, and improved store design.
• Increase operational efficiency with proprietary employee training (Accelerate Grocery), mobile ordering (iUNFI), price change management (HOST), strategic pricing, and more.

Tools and Resources to Unlock Supplier Growth Avenues

From supporting established leaders to emerging brands, UNFI’s supplier services are designed to help your business reach a larger audience and grow your market share.

The UNFI Marketplace program is an alternative to traditional distribution and gives our expansive supplier network the ability to dropship directly to UNFI’s vast network of independent grocers and foodservice customers. Suppliers can sell products directly on UNFI’s website with faster onboarding and no purchasing minimums or warehousing logistics.

“We have been in business for over 40 years and have been a partner with UNFI from the very beginning,” said Kim Butterfield, VP of Sales & Marketing, New England Natural Bakers, INC. “UNFI has such a wide reach that all types of consumers are able to buy our products. UNFI’s marketing programs have helped us successfully launch products to reach retailers and consumers.”

We also recognize that getting consumers to catch your product on shelves is easier said than done, and that’s the reason we have introduced a suite of services designed to do just that. Our supplier marketing and merchandising programs help suppliers hone their strategies to target the right community grocers and retail chains.

 Additionally, our regular UNFI Selling Shows provide suppliers with an excellent opportunity to display their brands to a broad range of retailer attendees.

And now, aided by the UNFI Media Network, suppliers can more effectively build their brand and market directly to shoppers with custom-tailored awareness and promotional campaigns. A supplier marketing program is effective only with data showing what works, what needs improvement, and where new opportunities lie. UNFI Insights delivers comprehensive analytics to help you identify your current position and the best areas for growth.

Doing The Right Thing and Driving Innovation

A recent KPMG survey found that 37 percent of U.S. consumers consider environmental sustainability when making a purchase. Of that group, more than 75 percent are looking for environmentally friendly products. That’s why UNFI has set three science-based emissions reduction targets–covering our fleet, facilities, and value chain. Through our Climate Action Hub, our suppliers and partners gain access to tools and resources to help them innovate and scale climate solutions across the entire food ecosystem.

Want to learn more about how you can partner with UNFI? Connect with us and learn how we can support your growth.