Fuel Your Brand’s Growth with Marketing Solutions that Work Inside the UNFI Network
UNFI Marketing Programs give you practical ways to reach more shoppers, strengthen your presence on the shelf, and support your sales goals across the retailers we serve. Whether you choose a traditional promotional print program, a digital program or a combination; each is designed to target either the consumer directly or provide support to our retailers.
All programs will help you:
• Drive sales by putting your products in front of more customers at the right moment
• Build brand awareness with consistent exposure and messaging to our key retail channels
• Support loyalty by reinforcing your brand with shoppers throughout their buying journey
How We Work with You
We start by understanding your goals and what makes your product stand out in the market. From there, we recommend the programs that will give you the strongest impact. Our focus is on making the process simple, so you can get the most out of your investment.
Tools and Guidance
You can access all Natural marketing program materials on our Knowledge & Resource Center on myUNFI. This page includes submission forms, schedules, and program guides. If you need help selecting the right programs and planning your spend, your Supplier Experience Manager is ready to assist.
Let’s Grow Together
Whether you are introducing something new to the market or strengthening a brand that is already well-known, UNFI Marketing Programs are built to support your next step and help you grow within our network.
Rates and program details subject to change
Direct to Retail
UNFI’s Direct To Retail programs play a critical role in keeping your brand visible and relevant throughout the year. Consistent communication helps ensure your products stay top of mind when retailers are planning orders, promotions, and assortment changes. These programs provide a simple, effective way for you to reinforce value and support independent retailers who rely on your partnership to compete in their local markets. By promoting directly to this channel of business each month, you create more opportunities for sales and placement across the UNFI network.
Annual Advertising Agreement
Advertise Where Retailers are Making Buying Decisions
A strong annual advertising agreement helps your brand stay visible, competitive, and top-of-mind with our independent retail customers who rely on our monthly publications to see what’s new and on sale each month. Our Annual Advertising Agreement offers tiered participation levels that support your goals and keep your spend predictable.
What You Get:
• Discounted rates on other marketing programs
• Guaranteed retail exposure in our publications
• A choice of advertising packages that allows you to match your spend to your goals
• A choice of black and white ads or color inserts to best support your budget and brand
• Premium cover placement opportunities* for additional visibility
Annual Advertising Agreement Options
* Basic for qualifying suppliers determined and reviewed annually by UNFI
** Seasonal Selections advertisements may be swapped for another MS Ad/Insert
Monthly Promotions
Deals that Deliver
Monthly Promotions are featured in the Monthly Specials catalog and on myUNFI, making your promotions highly visible where independent retailers plan purchases and submit orders. Offering a promotion keeps your brand top of mind, supports price-driven buying decisions, and helps drive movement during the promotional period while reinforcing ongoing sales.
What You Get
• Line listings to highlight your items on promotion
• High visibility at the retailers point of purchase
Why This Works
• Consistent exposure with retailers who rely on Monthly Specials and myUNFI to plan their buys
• Builds brand awareness during key selling periods
• Promotional pricing support that helps drive sales volume
• Loyal customer appreciation when giving them compelling price points in store
JUNE 2026
New Products
Launch with Maximum Impact
Retailers are always looking for fresh, relevant products that will resonate with their shoppers while shoppers are eager to discover new items, flavors, and brands. With so many launches happening each month, it is important to give your product the visibility it needs to stand out.
We offer two monthly programs that help your brand get in front of our sales team and retail buyers to support future placement opportunities across the UNFI network.
New and Now
Buzz Brands
Purpose Provides visibility for all new item launches Spotlights high-potential new products based on market trends
Audience Reaches retail buyers making purchasing decisions Targets UNFI Sales Team presenting to independent retailers
Exposure Product listing and information, optional full-page ads and line listing in Monthly Specials
Product features and key selling points, tiered packages for new placement deals
New & Now
This digital catalog highlights your new items in a quick, easy-to- shop format in a standalone publication and a section feature in Monthly Specials. Each listing includes product images, certifications, ingredients, and key attributes to help buyers evaluate your item.
What You Get
• Guaranteed exposure in New and Now and Monthly Specials
• Unlimited item listings to support your new item launch
• Full page color ad options for extra visibility during your launch
Why This Works
• Puts your new items in front of retailers actively searching for what’s new
• Reaches buyers at the planning stage, when assortment and trial decisions are made
• Makes it easy for retailers to quickly evaluate new items with the product details in one place
• Reinforces visibility by featuring your items in both a standalone digital catalog and Monthly Specials
Buzz Brands
An exciting opportunity to showcase your most innovative new product listings in a program designed specifically for the independent channel. This regional initiative highlights your brand’s latest offerings, helping you gain visibility, drive engagement, and connect with retailers looking for fresh, trend-forward solutions.
What You Get:
• Guaranteed exposure to the UNFI sales team
• Product highlight featuring key selling points in the quarterly sales presentation
• Listing in order guides featuring your placement deal
Participation Criteria:
• New item placement deals (50% or 100% MCB % only)
• Additional case stack deals (MCB not required but highly recommended)
Buzz Brands Options
• Items must demonstrate innovation and category-leading differentiation to be considered for program inclusion Tier
1
2
Hot Sheets
High‑Impact Deals That Have Retailers Buying
For retailers visibility and competitive pricing matters. The Hot Sheet Program gives your brand a chance to stand out and support retailers with a deep discount that gets noticed. A Hot Sheet promotion is ideal for driving quick interest, supporting new items, highlighting best- sellers, or offering an extra deep limited-time discount. It is a simple way to increase movement, strengthen retailer interest, and encourage repeat orders.
Extra Bonus: When you offer the supplier minimum discount of 20% MCB or more, UNFI contributes to your deal to create even hotter deal for independent retailers.
Why This Works
• Drives sales and increases basket sizes with compelling price points
• Promotional pricing support that helps drive sales volume
• Retail appreciation when giving smaller independent retailers competitive price points to feature in store
Seasonal Selections
Essential Products to Increase Seasonal Demand
Seasons drive predictable spikes in shopper interest, and retailers look for products that match the trends, weather, holidays, and lifestyle shifts that come throughout the year.
We offer two seasonal support programs that help your brand get in front of our sales team and retail buyers when demand is at its highest.
Seasonal Essentials highlights in- stock seasonal items that retailers can bring in quickly to meet customer needs. Whether it is hydration for summer, cozy products for fall, or back-to- school basics, Essentials gives your brand timely visibility during peak selling periods.
Seasonal Preorders help you build early interest and secure commitments ahead of the season. This option gives retailers a chance to plan in advance while giving your brand a stronger sales push and more predictable demand when seasonal buying begins.
Shippers make your products stand out with shippers — designed to increase visibility, spark impulse buys, and create a memorable in-store experience that draws attention and drives sales.
What You Get
• Engagement with Sales and Retailers during high-interest buying periods
• Forecast demand and early sales predictions through preorders and advance commitments
• Ad options for extra visibility during your peak selling seasons
Essentials
Purpose Promotes in-stock seasonal items that retailers can bring in quickly
Exposure Product listing and optional full or half-page ads
Preorders
Secures early buys and builds demand ahead of the selling season; allows for more retail and supplier planning time
Product listing and optional full or half-page ads
Digital Advertising Agreement
Advertising That Delivers More Value
A Digital Advertising Agreement helps you get more value from your digital spend by planning ahead, securing placements, and reducing overall costs. Ideal for suppliers who plan to advertise on myUNFI Shopping throughout the year, the DAA packages your investment into a clear plan that delivers consistent visibility and measurable results.
Suppliers who participate in a DAA save an average of 29% compared to purchasing myUNFI digital marketing programs individually. Package savings range from 20% to 35% depending on package selection. That means more exposure, better placement, and more flexibility without increasing your budget.
What You Get
• Built‑in cost savings through discounted package pricing
• Priority access to high‑performing placements you can reserve before they fill up
• A predictable annual investment that simplifies planning and budget approvals
• The ability to align digital ads to key promotions and launches for greater impact
Digital Advertising Agreement Options
*** You must have an AAA to participate in DAA
myUNFI Advertising
Advertise Where Retailers are Actively Shopping
myUNFI Shopping is where retailers go to discover new products, find current deals, and place orders. With more than 34,000 myUNFI users, the platform connects your brand with a large, engaged audience of independent retailers.
What You Get
• Access to UNFI’s network of purchase-ready independent retailers
• Increased brand visibility on high-traffic shopping and ordering pages
Clickable placements that drive retailers directly to your brand page
• Flexible programs with short lead times that allow you to respond quickly to market trends
• Multiple program options allow you to match your investment to specific goals
Ways to Advertise on myUNFI
Program options are grouped by objective to help you choose the right advertising approach.
34,000+
Targeted Web Ads
Flexible Visibility Designed to Keep Your Brand Top of Mind
Targeted Web Ads are the primary way to increase brand visibility on myUNFI Shopping. Your ads appear across high-traffic areas retailers use to browse categories, research products, and plan orders, keeping your brand visible throughout the shopping journey.
What You Get
• Visibility in front of active, purchase-ready retailers
• Consistent brand presence throughout the month
• Clickable ads that drive retailers directly to your brand page
• Flexible placements with short lead times, allowing you to respond to market trends
• Tiered options to fit your goals and budget
Targeted Web Ads Options
Tier 1
Premium visibility on pages with the highest traffic where customers start their shopping journey and search products and attributes.
Up to 450,000 monthly impressions
Up to 500 clicks per month
* Ad results may vary
2
Support pages where customers navigate from the home page to view account details.
50,000 - 150,000 monthly impressions
Up to 200 clicks per month
Free Sample Program
Put Your Products Directly into Retailers’ Hands
The Free Sample Program allows retailers to request samples directly through myUNFI Shopping, making it easier for them to try your products. Retailers who request samples have shown active interest, giving suppliers a direct opportunity to support trial and follow up.
Each month, one supplier receives a premium homepage placement that drives retailers to a sample request form. This program is especially effective for new product launches, innovation, or gaining trial with retailers who are considering adding your products.
What You Get
• Direct product trial with active, purchase-ready retailers
• Exclusive homepage exposure as the featured sample program for the month
• Retailers’ contact information, allowing for direct follow-up
• Full control over sample fulfillment and engagement
How It Works
• Retailers submit requests through myUNFI Shopping
• UNFI tracks and shares request details
• Suppliers fulfill samples and manage follow-up
Email Marketing
Direct Communication with Independent Natural Retailers
Email Marketing allows you to share timely, relevant messages directly with more than 4,000 independent natural retailers. Campaigns are delivered to retailers who actively purchase in the natural channel and can be sent nationally or regionally
With limited lead time, email is a fast and flexible way to inform retailers, support promotions, and drive action. Two package options available, allowing you to choose the right approach, whether you’re sharing important updates or focused on moving product.
What You Get
• Direct access to independent natural retailers in UNFI’s network
• Targeted messaging by region and product availability
• Quick execution with minimal lead time
• Post‑campaign reporting to understand engagement and performance
Email Marketing Program Options
Standard Premium
Designed for awareness and communication.
Best for suppliers who want to share important updates or brand news without running a promotion.
Engagement reporting such as open and click rates.
Designed to support unpublished promotions and drive orders.
Best for suppliers looking to encourage trial, move product, or support specific deals.
Deeper performance reporting.
Direct to Consumer
UNFI’s Direct To Consumer programs help your brand connect directly with shoppers through the independent retailers they trust. These programs offer an easy, scalable way to show up in front of consumers where purchase decisions happen, from in- store signage to digital touchpoints. By supporting independent retailers with strong consumer-facing promotions, you help them stay competitive in their local markets while increasing visibility, trial, and sales for your products. This consistent presence strengthens your brand, drives shopper engagement, and supports an important channel of business across the UNFI network.
Consumer Advertising
Encourage Bigger Baskets with In‑ store Monthly Promotions
Independent natural retailers rely on strong in- store promotions to stay competitive and deliver value to their shoppers. The Consumer Advertising Program gives your brand a simple, scalable way to support this channel by placing your monthly promotions directly in front of shoppers through shelf signage, circulars, digital ads, and social content.
By participating, you help smaller retailers highlight your products with ready-to-use marketing materials, while giving your brand consistent visibility where shoppers make purchasing decisions.
What You Get
• Unlimited item listings to highlight your items on promotion in our order guide
• Access to thousands of small independent retailers across the country
• A choice of participation packages that allows you to match your spend to your goals
• Premium advertising opportunities to feature your brand with additional visibility
Why It Works
• Offers key items at competitive price points that help independent retailers stand strong in their markets
• Attracts budget‑conscious shoppers who respond to savings
• Encourages larger, more frequent purchases through compelling monthly deals
• Reaches shoppers who plan their shopping trips when they browse print or digital ads
• Supports a key channel of business with a program that scales across many retailers
Digital Montlhy Circular
Shelf Talker
Consumer Advertising
Ways to Participate
Tier 1 (Regional or National)
Encourage impulse purchases when you reach shoppers in the aisle with shelf talkers that call out your monthly deals and make your products easier to spot.
Order Guide Listing
Shelf Talker Features (1‑10)
Elevate Your Promotion with Add‑Ons
Premium Feature Ads / Brand Profiles
Tier 2
Extend your reach beyond the aisle by featuring your promotions in the retailer’s monthly circular, viewed both in print and digitally.
Order Guide Listing
Shelf Talker Features (1‑10)
Feature Ad Block in Print / Digital Ads
Enhance your presence with more prominent space in the ad that increases your visibility and lets you tell more of your story. Several size options available.
AdViewer Digital Banner Ads
Add an AdViewer banner ad to amplify your monthly promotion and reach shoppers whenever they view the retailer’s digital circular.
NEW
FOR
2027 Natural Offsite Digital Media
Enhance your Consumer Advertising Program circular promotion with digital ads on the open internet promoting your featured product and brand.
For information contact Jocelyn Grant (jocelyn.grant@unfi.com)
AdViewer Ads
Premium Feature Ads
Trailer Wraps
Drive Awareness and Dominate the Road
Branded trailer wraps turn UNFI delivery trucks into rolling billboards that put your products in front of consumers, commuters, and retail buyers every day. It is a cost-effective way to build brand awareness on major routes while reinforcing your presence across key regions.
What You Get
• A rolling billboard seen by thousands of potential customers
• A choice of delivery areas that allows you to advertise in areas you want to target
• A choice of the number of trailers you want to advertise on to match your budget
Why This Works
• Advertise directly to consumers on high-traffic routes
• Increase brand awareness with constant on-the-road visibility
• Reach a broad national audience or target specific regions
Shows and Events
UNFI’s Selling Shows give suppliers the opportunity to meet retail decision makers face to face and influence buying decisions through real conversations and hands on discovery. These events are designed to showcase innovation, support seasonal and merchandising planning, and create meaningful connections with retailers, UNFI Account Managers and Category Experts. By participating, suppliers can increase visibility, introduce new and emerging items, and build relationships that support placement and growth across the UNFI network.
Selling Shows
Meet with Buyers and Make Meaningful Connections
UNFI’s traditional selling shows bring suppliers face-to-face with retail buyers and the UNFI sales team. These events are designed to support real conversations, showcase innovation, enable hands-on discovery, and influence buying decisions across categories. Dedicated pre- show hours give suppliers valuable time to connect directly with sales teams, walk them through products, and align on key priorities before retailers arrive.
What You Get
• Show Sponsorships available at multiple levels, offering brands enhanced visibility and added exposure throughout the event
• Dedicated pre‑show access to UNFI sales teams for deeper product walkthroughs and planning conversations
• Put your products directly in front of retailers through sampling
• Introduce new and emerging items to retailers looking for what’s next
• A platform to support seasonal and merchandising planning
• Opportunity to meet one ‑on‑one with UNFI Account Managers and Category Experts
• Build connections through networking events in a more informal, conversation-friendly setting
2027 UNFI SELLING SHOWS
Dates and Locations
January 26‑28, 2027
UNFI Spring & Summer Show West Long Beach, CA
February 9 11, 2027
UNFI Spring & Summer Show Central & East Orlando, FL
June 8‑10, 2027
UNFI Holiday & Winter Show East Uncasville, CT
July 20‑22, 2027
UNFI Holiday & Winter Show Central & West Las Vegas, NV
Innovation Hive
Emerging Ideas • Inspired Experiences • Elevated Visibility
The Innovation Hive is a curated, high-energy destination on the UNFI show floor designed to spotlight trend-forward brands and make it easier for retailers to discover what’s new and next. By combining emerging products, creative merchandising, and supplier storytelling, the Hive creates a clear and engaging way for customers and sales teams to connect with innovative brands that are relevant, differentiated, and ready for retail success.
What’s Inside the Hive
• A curated mix of innovation, storytelling, and retail ready solutions:
• New and emerging on‑trend products that drive differentiation
• Category elevating merchandising designed to inspire and convert
• Seasonal and shipper displays built for impact and storytelling
• Interactive experiences that energize both customers and sales teams
• 10‑12 Local Supplier Tables featuring fresh breakout brands
• Live Coffee Chats + Expert Sessions to spark education
SPARK Events
Connect. Launch. Grow Your Products.
Spark events connect regional suppliers with engaged retail buyers in a high-energy, one-day tabletop format designed to drive discovery, conversations, and new item momentum. These events give you increased visibility by connecting you with independent retailers and the UNFI sales team when your products are new, relevant, and ready to gain traction. Spark helps your items get noticed early, builds interest through meaningful conversations, and supports faster placement and sell-through across the UNFI network.
What You Get
• Shows will be based in multiple locations across sales regions
• Encourages engagement with customers, sales team, and brands
• Drive placements and sales with placement deals and case stacks
• Focus on Independent accounts
Participation Criteria
• Participation will be in addition to and augment UNFI Showcases
• Must submit new placement deals to participate
• New Items set up in last 6 months are eligible
UNFI Media Network
The UNFI Media Network (UMN) provides innovative ways to connect UNFI Suppliers to consumers through onsite and offsite digital advertising, amplifying sales and personalizing the consumer shopping experience.
Through the UMN, you’re offered a powerful, cost-effective solution to directly market personalized digital advertisements to millions of shoppers through the retailers in the UMN.
UNFI Media Network (UMN)
UMN Solves the Biggest Challenges in Retail Media
Fully managed media that targets independent shoppers with precision & scale.
A UNIFIED RETAIL NETWORK
Unlock Access to Regional & Independent Retailers
UMN brings together a fragmented retail landscape— giving you seamless access to independent & regional banners others can’t reach.
OMNICHANNEL ACTIVATION
Fully Managed Across Onsite, Offsite & In‑Store
Reach shoppers at every stage of the journey with campaigns powered by rich behavioral insights—across digital & instore touchpoints.
CLOSED‑LOOP MEASUREMENT
Real Results, Powered by 1P Data & iROAS
Track & optimize performance with precise targeting, true attribution & incremental ROAS—powered by real-time first-party shopper data.
UNFI Media Network Ecosystem
OFFSITE MEDIA
• Programmatic Display
• Personalized Offers
• Animated Banners
• Connected TV (CTV)
• Targeted Social Ads
• In-Line Video
ONSITE MEDIA
• Programmatic Display
• Personalized Offers
• Animated Banners
• Connected TV (CTV)
• Targeted Social Ads
• In-Line Video
For information contact Jocelyn Grant (jocelyn.grant@unfi.com)
IN STORE MEDIA
• Programmatic Display
• Personalized Offers
• Animated Banners
• Connected TV (CTV)
• Targeted Social Ads
• In-Line Video
Marketing Program Grid
to Retail
* Eligibility Required
** Engagement:
Print = Traditional hard copy, printed publications and ads delivered to retailer location for use in-store
Digital = Display ads on websites, social media ads, email marketing and digital versions of publications
In-person = Trailer ads, Consumer Level, tradeshows and other in-person pop up events