How UNFI is Supporting Brands Through Every Stage of Growth
March 26, 2026 4 minute read
As brands grow, new opportunities emerge: the chance to expand visibility, improve operational consistency, and reach more customers as they scale.
The support of a distribution partner can help unlock that potential. At UNFI, we’re strengthening our capabilities to help brands navigate each phase of growth with greater clarity and confidence.
“Distribution today isn’t just about moving products; it’s about enabling smart, scalable growth through transparency, communication, and shared accountability,” said Melissa Angle, UNFI VP Supplier Management.
Early Growth – Building Visibility and Access
For emerging brands, visibility is often the first challenge. Establishing access to the right customers can drive more consistent demand and help build a solid foundation for long-term growth.
To support emerging brands during this stage, UNFI’s UpNext Program offers customized plans to help suppliers cultivate successful partnerships with retailers across UNFI’s network. Participating suppliers gain access to face-to-face mentorship, increased visibility with UNFI’s sales team, and resources that support their growth as they begin to scale.
Expanding Reach to Accelerate Growth
As brands gain traction, the need for broader reach often becomes the next priority. Connecting with new customers or testing demand through new channels can introduce fresh opportunities, but they can also add operational complexity.
UNFI’s new digital shopping platform, Endless Aisle, provides an additional pathway for brands to increase visibility and connect with retailers across our network. With the potential for nationwide reach, suppliers can scale distribution while managing costs to support profitable growth. Endless Aisle can also help accelerate innovation by enabling suppliers to stay ahead of trends and pilot new products in a low-commitment way.
“Endless Aisle is our newest opportunity for emerging brands looking to expand their reach to additional regions,” said Patti Bauer, Senior Vice President of Customer and Supplier Success.
Using Insights to Understand Demand
Maintaining consistency becomes increasingly important as demand accelerates. Higher order volume, expanding fulfillment needs, and faster inventory turnover can create complexity that strains operations.
The UNFI Insights platform provides data on sales, inventory, and deductions, with a wide range of analytics in customizable views. These metrics are key in understanding performance at the product, region, and store level – so suppliers can make informed, strategic decisions based on what’s selling, and what’s not. Visibility into item expiration dates can also help minimize waste and shrink while optimizing sales.
Channel Strategy – Supporting Thoughtful Expansion
Channel strategy becomes especially important as brands start considering where and how to grow next. Each channel – whether direct-to-consumer, wholesale, or retail – comes with unique expectations, costs, and operational needs.
The UNFI Media Network (UMN) allows brands to advertise with retailers through websites, apps, and in-store channels, harnessing consumer data and preferences to create a tailored, more engaging shopping experience. UMN offers a number of benefits for suppliers, including multi-channel campaigns and promotions, unique offer capabilities like bounce-back and multi-trip offers, and the opportunity to build deeper connections with shoppers.
Each stage of growth brings new decisions and complexities. A growth partner that continues improving its capabilities and supports more predictable planning can help suppliers create the conditions for durable, long-term success.
Learn more about partnering with UNFI