The Power of Connection: UNFI’s 2025 Selling Shows

January 14, 2025           5 minute read

The Essential Role of Selling Shows in the Food Industry 

Selling shows play a pivotal role in the food industry, serving as a main stage for connection, innovation, and growth. These events bring suppliers, retailers, and industry leaders together to explore new products, uncover emerging trends, and exchange insights into ever-evolving consumer needs. In an industry driven by change, selling shows help businesses stay ahead, discover new opportunities to remain competitive, and deliver what shoppers want. 

Connecting the Dots: UNFI’s Evolving Selling Shows 

UNFI’s selling shows have evolved to meet the growing demands of today’s dynamic marketplace. Today, we showcase our conventional, natural, organic, specialty and fresh products at one unified event allowing attendees to explore UNFI’s full spectrum of products and services. This approach fosters broader connections, deeper insights into trends, and more robust growth opportunities for all participants. 

To help retailers make the most of these shows, UNFI provides quarterly trend reporting that highlights new item innovation trends and the products, brands, and categories behind these trends. This reporting empowers retailers to strategically plan their visits and prioritize key opportunities. Additionally, Connection Day, held a day before the selling show floor opens, offers tailored experiences like deal-making sessions, appointments with suppliers, and educational seminars. This year, seminars will include topics like private brands, equipping attendees with actionable insights to drive growth and capture trending opportunities. For more on the rising importance of private brands, check out this recent article. 

UNFI’s 2025 Customer and Supplier Circle of Excellence Awards 

The Customer and Supplier Circle of Excellence (COE) Awards return this year, honoring the remarkable achievements of UNFI’s retail and supplier partners. These celebrations recognize those driving growth, innovation, and meaningful impact across the industry. 

With ceremonies held at multiple selling shows throughout the year, COE celebrates both retailers and suppliers that exemplify excellence in their categories. This program reflects UNFI’s purpose to deliver better food and a better future by fostering innovation, collaboration, and shared success. 

Looking Ahead 

UNFI data reveals that 8 out of 10 retailer attendees prioritize supplier engagement and new product innovation at selling shows, while suppliers value opportunities to connect with retailers and network across the industry. Brad Niemann, Vice President of Marketing at Niemann Foods, a UNFI customer for over 50 years, shares: 

"The UNFI selling shows offer a chance to see new products, share ideas, and build relationships, not only with the UNFI team but also with the broader vendor and retail community. It’s a vital event for innovation and connection. We attend twice a year, and it’s always beneficial for our business.” 

UNFI is committed to continuously enhancing the selling show experience, gathering feedback from attendees to ensure these events remain a vital touchpoint for driving industry innovation and collaboration. As Jillian D’Elia, UNFI’s Sr. Director of Event Strategy, adds, "Our selling shows are crafted to inspire and deliver exceptional value, showcasing the latest trends and innovations in the industry. We’re excited to welcome attendees this season and provide our retailers with fresh insights and opportunities to help their businesses thrive."