UNFI Buzz Brands Spotlight: Challenger Brands Growing With Purpose

October 27, 2025           5 minute read

Challenger brands are rewriting the rules of grocery. From redefining categories to introducing new sustainability standards, they’re bringing innovation and energy to the food industry. At UNFI, we provide these suppliers with the scale, platforms, and insights they need to connect with retailers nationwide.

One way we highlight these innovators is through our Buzz Brands program, which connects retailers with emerging suppliers at the forefront of natural, organic, and specialty trends. Each month, the program spotlights “Buzz Brands”—suppliers recognized for their innovation and for introducing new products that align with evolving consumer demand. The program also comes to life at our regional Spark events, smaller selling shows that give these brands the opportunity to showcase new products with a more targeted set of customers. By combining monthly promotions with in-person connections, the Buzz Brands program helps ensure the right items reach the right shelves and shoppers.

Three Buzz Brands – Califia Farms, Patagonia Provisions, and Daiya – stand out as examples of how suppliers are challenging norms and creating new opportunities for growth.

Califia Farms: Bringing Innovation

A UNFI partner for more than a decade, Califia Farms has become a category leader in plant-based beverages with a portfolio that spans milk alternatives, creamers, and cold brew coffee, and most recently, juice refreshers, their newest line extension. At our most recent show, Califia introduced 13 new items, and the brand continues to build on that momentum with new formats and flavors already in development.

Califia credits UNFI’s collaborative approach and data-driven tools, such as void reports, with helping identify growth opportunities, reduce spoilage, and strengthen conversations with retailers of all sizes. 

“UNFI gives us a platform to grow while making sure we can deliver for our customers,” said Matt Donkersloot, Director of Distributor Sales at Califia Farms. “That support and partnership are invaluable.”

Patagonia Provisions: Sustainability at the Core

Patagonia Provisions was founded with a mission to “save our home planet,” bringing the company’s commitment to environmental responsibility to the forefront of food innovation. 

What sets the brand apart is its unique business model: profits not reinvested into the company are distributed to nonprofit organizations and impact projects. Every aspect of the business – from sourcing to operations – reflects its values, including partnerships with responsibly managed fisheries and regenerative organic-certified farms.

UNFI has played a key role in helping Patagonia Provisions expand its reach.

“UNFI has been a really incredible connector,” said Danny Watts, Sales Representative at Patagonia Provisions. “We’re really focused on the natural channel, and UNFI’s network of retailers has allowed us to expand our reach and bring our mission-driven products to more shelves.”

Daiya: Redefining Categories

When Daiya launched in 2007, its mozzarella shreds were the first dairy-free, allergen-free cheese alternative to hit the market. Nearly two decades later, the brand continues to lead by staying true to their mission: delivering plant-based cheese that matches the taste, texture, and stretch of dairy. Rather than expanding into unrelated categories, Daiya remains cheese-forward, reinforcing its leadership in the plant-based dairy space. 

To sharpen its retail strategy, Daiya uses UNFI Insights to track distribution gaps and refine targeting by store or SKU, enabling tailored growth conversations with retailers and stronger overall category performance.

“UNFI Insights has been a game-changer,” said Debra Mackey, Director of Natural Sales at Daiya. “The ability to customize filters by store or SKU and refresh reports each month has made it easier to target the right customers and measure the impact of our strategy.”

Bringing Challenger Brands Into the Spotlight

By spotlighting challenger brands like Califia Farms, Patagonia Provisions, and Daiya, UNFI is helping retailers discover new ways to differentiate their shelves, attract shoppers, and drive sustainable growth.