UNFI Supports Speed to Shelf with Dynamic Sales Tools
January 23, 2026 4 minute read
We’re working to strengthen the way brands and retailers work together. Ahead of #UNFILongBeach2026, we’re partnering with Satellite, a sales platform, to bring smarter, real‑time sales tools to our suppliers — helping great products reach shelves with more clarity and less friction.
A Smarter, Faster Way to Connect Brands and Retailers
Through UNFI Playlists, UNFI teams can curate and share product collections aligned to each retailer’s unique category priorities and performance goals. Retailers gain a single, interactive view of products that matter most to their shoppers.
“The first time a Dynamic Sell Sheet was shared with me, my immediate response was, ‘Why isn’t this what I get from every brand?’” said Trei Campbell, Chief Merchandiser at Woodlands Market. “They’re beautiful, comprehensive, and always accurate, which helps us get new products to shelf faster.”
Once a Dynamic Sell Sheet is shared during a trade show, meeting, or via follow-up, buyers can save, favorite, and tag products for easy reference. With tools to organize dynamic sell sheets, standout products don’t get lost in the shuffle. The result is a more transparent, connected workflow between brands and buyers.
Real-Time Collaboration with Supplier Feeds
The partnership with Satellite also introduces UNFI Supplier Feeds, a communication channel that allows suppliers the ability to share wins, product news, and timely updates directly with the UNFI team. Supplier Feeds replace static email threads with dynamic, centralized updates, ensuring teams stay aligned and can act quickly.
“The CPG industry is powered by deep relationships, compelling stories, and the ability to drive efficiencies,” said Meagan Kessel, UNFI’s Vice President, Supplier Relationship Management Strategic Partnerships. “Working with Satellite and the tools they’re introducing improves the way and speed with which our retail customers can get products onto shelves.”
Automation Meets Accuracy
“As a former UNFI UpNext brand that graduated in 2025 and a proud Satellite customer for the past two years, I can say with confidence that Satellite has been our secret sales weapon at tradeshows and beyond,” said Pierre Jamet, Head of Sales at Fishwife. “The fact that UNFI will now have that technology equipping their team is a game-changer.”
As UNFI prepares for its Spring and Summer Selling shows in Long Beach and Orlando, Satellite’s digital-first approach eliminates the hassle, waste and potential errors that come with printed sales materials. Instead of managing version control and juggling paper sell sheets, sales teams are equipped with live, data-driven tools that keep retailer conversations focused, relevant, and impactful.
“UNFI’s leadership in bringing technology-driven solutions that benefit the entire CPG ecosystem, from buyers to brands, for our industry,” said Jordan Tetrick, Co-Founder and CEO of Satellite. “Together, we’re building tools that drive strategic engagement and meaningful growth.”
All current UNFI suppliers interested in joining Satellite can sign up for early access here. Existing Satellite customers will gain access to UNFI-enabled features beginning January 28.