2023 INFRA Vendor Opportunities

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2023 Vendor Opportunities

Who We Are

INFRA is a cooperative of more than 300 independent natural food retailers serving hundreds of communities in 45 states plus DC & Puerto Rico. Through collective buying power, operational support and exchange, and innovative marketing programs, we help member businesses thrive in step with their values and communities, a fast-changing industry, and the planet we share.

Working together is how we compete and differentiate ourselves in the marketplace and gives us a higher chance of success. The level of integrity and commitment of the retailers who are INFRA Members helps us shape a future together where we will be able to continue to bring high quality organic and local foods to our individual communities, because we have a shared vision and commitment. Our retail store fronts reflect the communities they serve and are so much more than grocery stores. They are community centers, education hubs, and local employers. They truly are the stewards of local economy, involved in advocacy, living wages, and philanthropic activities.

INFRA works with our vendor partners on behalf of our members, and although there is a decision-making process when working with new vendors or products, INFRA allows room for flexibility based on trends, industry developments, etc.

Promotional sales were up 11.1% in 2021 over 2020.

INFRA represents over 300 independent retailers with over 530 storefronts nationwide.



Northwest Southwest Central Northeast Southeast

At INFRA we believe in good clean food for all with a focus on non-GMO and organic while understanding that sourcing locally is imperative for healthy, sustainable communities. We are committed to working with industry partners who align in values that translate in the supply chain from sourcing to product attributes at shelf. NGOs such as the Non-GMO Project and Climate Collaborative allow INFRA the opportunity to be on the leading edge of the real food movement, providing insight into our role within the food system and the positive impact our choices make on our climate and world.

INFRA provides a base set of standards to our supply chain, and INFRA Member stores set their individual product standards based on the values and missions of their stores as well as the specific needs of their communities. We focus our partnerships based on the following attributes:

• Organic

• Non-GMO Project Verified

• Regenerative Agriculture

• Biodynamic

• B Corp

Partnering with INFRA

• Fair Trade

• Packaging—Compostable and/or Recyclable

• Wellness Ingredient Transparency

INFRA Deals offers you a central point of contact for promoting your brand to a network of independent natural food retailers. Promotions run for one calendar month and feature both distributed and direct manufacturers.


INFRA’s flyer design, features, and consumer-focused layout ensure that we produce the best possible product that meets the needs of our vendor partners, our members, and ultimately, the natural food customer.

Utilizing SPINS data, the flyer features INFRA top sellers at competitive price points while also focusing on superior product attributes like organic certification and Non-GMO Project verification to further INFRA’s mission regarding sustainability. With the knowledge that the desire for paper use continues to decline, INFRA invests to provide members with both print and digital versions of the flyer for all their individual distribution needs.

All content in this brochure is subject to change.

Currently published in five regional versions, the INFRA flyer contains region-specific ads and pricing alongside national ads. Please note that vendors that do not qualify for national ads may qualify for regional ad opportunities.

INFRA utilizes IX-One for all product images used in our program publications. Current product images must be in IX-One to participate in the INFRA Deals programs. For more information about IX-One contact at RRice@TheDataCouncil.com.

National Promotional Opportunities


High performing UPCs (INFRA Max ACV of at least 70%) with superior product attributes qualify for consideration to be featured nationally in the INFRA flyer.


High performing UPCs (INFRA Max ACV of at least 80%) with superior product attributes qualify for consideration to be selected for one of two Large Front Page Ads. Proposals for the Large Front Page Ad Upgrade must accompany a national ad contract.


Family Ads offer the opportunity for a brand to run two to three items from their product portfolio in one national ad space, along with content. Items featured in a Family Ad can be different types (e.g. chips and salsa) and can be published at different sale prices. A national ad contract must accompany a Family Ad proposal and all items featured in the Family Ad must meet the minimum national INFRA ACV requirement of 70%. Acceptance is based on space, brand and item performance, and thematic fit.



TPRs are promotions included with monthly deals and delivered to INFRA Members but do not appear in the flyer. TPRs are accepted at no charge for vendors planning to run multiple national ads with INFRA.


Paid TPRs are primarily intended as a promotional vehicle for you to participate in INFRA Deals on your way to Regional Ad and National Ad eligibility. For a product that meets the criteria listed below, vendors may submit a TPR for a fee:

• Does not qualify to run a national ad

• Possesses quality product attributes (organic, Non-GMO Project verified, etc.)

• Performing well in INFRA Member stores

• Meets Max ACV requirement nationally of 35%

Regional Promotional Opportunities


High performing UPCs (INFRA Max ACV of at least 70%) with superior product attributes qualify for consideration to be featured in one or more of INFRA’s five regional flyers. As an added value, all UPCs on an INFRA Regional Ad contract will run as TPRs in the non-Ad regions (pending item availability in each region).


• To be considered for participation in INFRA Deals promotional programs, items must meet our product attribute standards and be available through the KeHE Natural warehouses that facilitate our programs. We can work with a limited number of direct Supplement, Body Care, and General Merchandise brands that meet our criteria.

• Discounts must be available as needed through KeHE, UNFI, Threshold, and Regional Partners (e.g. Rainforest Distribution), or direct vendor partners (for select Body Care and Supplement brands)

• Competitive discounts provided must reflect INFRA’s total purchasing volume

• Distributor Off Invoices (OIs) must be accompanied by a Manufacturer Charge Back (MCB) of at least 5%

• INFRA does not accept/offer the same items on promotion in consecutive months

• Contracts must be submitted by the published due dates as noted on INFRA contract and planner forms

brochure is subject to change.

All content in this

Other Promotional Program


New Placement Offers give you an opportunity to gain distribution with our INFRA Member stores. INFRA’s NPO program is facilitated nationally and includes a selective offering sent out in a monthly communication to INFRA Members. To be considered for the NPO program, items must be available nationally through KeHE (or direct for selected Body Care and Supplement brands) and align with INFRA’s product standards. Certified organic and Non-GMO Project verified products are given priority for the NPO program. Please submit proposals, including samples, to INFRA for review. If accepted, there is a fee to participate as well as the cost of the product fill to INFRA Members requesting placement. NPOs must meet one of the following criteria:

• Offer represents a new line or new SKU from a high performing brand

• New line or product that is showing outstanding growth with INFRA Member stores

• Wild card item(s) must be new, innovative, have superior product qualities and attributes, and be deemed an excellent match for INFRA Members

Additional Ways to Partner


The INFRA marketing program provides members with clear, consistent, and effective consumer messaging, allowing our members to access tools, recipes, and resources that directly benefit their marketing and promotional goals. To collaborate in 2023, please contact Meggie Smith at msmith@infretailers.com to develop resources that will support your promotional program participation!


The INFRA Annual Conference continues to grow each summer, drawing retailers from all over the country for education including keynotes, workshops, tours, best practice sharing, and a tabletop. The tabletop show is a great opportunity to meet with INFRA Retailers one-on-one, educating them about products and offering show deals. The application process for INFRA’s tabletop is very competitive and priority is given to vendors who actively participate in INFRA Deals. The RFP for tabletop participation goes out early in the calendar year. The 2023 INFRA Annual Conference dates are June 25–28 and are subject to change.


INFRA is a key account of SPINS. In order to understand your success with INFRA stores, reports are available through SPINS to show distribution, promotional performance, overall sales, and store level sales.

INFRA partners with SPINS to offer the Promo/Brand Scorecard program that assists our Category Managers and our vendor partners to better optimize your investments in the INFRA Deals promotions program. Scorecards feature brands/items promoted in the INFRA flyer and include only data for UPC bar-coded products reported through SPINS syndicated data services. Scorecards are delivered through the SPINS portal and representatives from your brand or broker partners can set up an account to access them here: https://portal.spins.com/ signup/index#/signup. For more information, contact SPINS at (847) 908-1200 or www.spins.com

Work With Us



Independent Natural Food Retailers Association 2356 University Ave W, Ste 200 St. Paul, MN 55114 (651) 888-4700 naturalfoodretailers.com @infretailers | @infra.mn
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