2027 Retailer Marketing Programs

2027 Natural Retailer Program Guide

Programs & Tools for Store Success Customer Resources UNFI Contact Information..................................................................................... 3 Navigating myUNFI Marketing.............................................................................. 4

Consumer Advertising Programs Consumer Advertising Program (CAP).................................................................. 6 - Start in the Aisle .............................................................................................. 7 - Build Beyond the Aisle .................................................................................... 8 - Expand into Your Community ........................................................................... 9 Shelf Poppers..................................................................................................... 10

Promotional and New Product Programs Monthly Specials ................................................................................................ 12 Wellness Resources............................................................................................ 13 Hot Sheets .......................................................................................................... 14 Seasonal Selections............................................................................................ 15 New & Now......................................................................................................... 16 Buzz Brands ....................................................................................................... 17 UpNext................................................................................................................ 18 myUNFI Shopping .............................................................................................. 19 Email Marketing ................................................................................................. 20 Endless Aisle....................................................................................................... 21 UNFI Selling Shows ............................................................................................ 22

Ways to Learn More There are a variety of icons throughout this brochure to help you discover more about each program with links to myUNFI to see live samples, ways to get started, and ways to learn more.

Informational Links view eDocs on myUNFI.com

click for more information

sign up for the program

request myUNFI login

place your order now

go to registration page

2

Customer Resources We’re here to support you every step of the way. If you have any questions, please select the support option that best matches your account type.

ACCOUNT-MANAGED CUSTOMERS Your Account Manager is your primary point of contact for business planning, marketing, and account support.

If you need help connecting with your Account Manager, contact your regional Customer Support Team: • East Region: 888-401-8634 • West Region: 888-812-8634

EMERGING ACCOUNTS UNFI’s Emerging Accounts Support Team is available to assist with account support.

To connect you with a Marketing Program Specialist, please include your account name and number in all communications: NaturalEmerging@unfi.com

Navigating myUNFI Marketing Get more out of myUNFI. We offer a variety of tools designed to help you discover products, stay informed about programs, and shop more efficiently. Use the guide below to navigate key marketing resources available on the platform.

1. What’s New: Support Pages & Resources Stay in the loop with support pages highlighting new products, emerging brands, Climate Action Partners, and business-building programs. With content updated regularly, there’s always something new to explore.

1

2. Publications: Browse eDocs Access digital versions of UNFI catalogs.

Discover products on deal, explore new item introductions, and find inspiration for your next order.

3. Order Guides: UNFI Curated Shopping Lists Browse product collections featuring deals, seasonal essentials, UpNext brands, and Climate Action Partners. Add products directly to your cart for a seamless shopping experience.

2 3

It only takes a few clicks to get started.

request myUNFI login 4

Consumer Advertising Programs Programs targeted to the shopper are designed to drive trial, increase repeat purchases, and build demand for featured products in your store. That means more opportunities to grow sales, engage shoppers, and benefit from supplier-funded programs that support your business with minimal effort. Best of all, these programs are easy to implement and can be customized to fit your store, whether you carry a small assortment or a broad range of products.

New Enhancements Give You More Advertising Options

CONSUMER ADVERTISING PROGRAM (CAP) A customizable solution to drive sales and connect with shoppers CAP is a monthly program built around exclusive deals and the tools to promote them in your store.

START

in the aisle with promotions and shelf talkers that drive purchase decisions at the point of sale

BUILD

beyond the aisle with digital and print advertising

EXPAND

into your community with outreach programs that help bring shoppers into your store

Service Level Options

Available for shelf talkers, digital and print ads Get your promotions in front of shoppers before they reach the aisle.

Standard Hands-Off • UNFI manages the program from start to finish, allowing you to stay focused on the day-to-day operations of your store

Customizable • UNFI sets you up for success by giving you the tools to customize your ads your way 6

CONSUMER ADVERTISING PROGRAM

Start in the Aisle

START

Promotions and shelf talkers work together to drive purchase decisions and deliver immediate impact in the aisle.

WHAT’S AVAILABLE TO YOU Monthly Promotions • Supplier-funded deals planned and negotiated for you • Competitive discounts with an average target of 25% off wholesale • Category insights ensure top sellers and trends are represented • Order guides available in advance to support planning and inventory Shelf Talkers • Highlight promotional pricing directly at the shelf • Delivered ready to hang and compatible with most shelving

WHY IT MATTERS • Drives purchase decisions at the point of sale • Supports stronger sell-through on promoted items • Reduces time spent planning monthly promotions • Keeps your pricing competitive without vendor negotiation

click for more information 7

contact contactyour youraccount accountrepresentation representationfor formore more

Foundation for in-store promotions and advertising

CONSUMER ADVERTISING PROGRAM

Build Beyond the Aisle

BUILD

Get your promotions in front of shoppers before they reach the aisle.

WHAT’S AVAILABLE TO YOU Digital Ads • Web-based ad powered by AdViewer with a unique URL for your store • Updates automatically each month with promotions • Can be linked to your website or social channels • Allows shoppers to browse products, build lists, and plan trips Print Ads • Full-color, multi-page 8.5x11 flyers featuring your store’s logo • Starting quantity of 100 flyers per month, with additional options available • Delivered ahead of each promotional period and ready to distribute in-store • Optional shared direct mail distribution available

WHY IT MATTERS • Helps shoppers plan purchases • Reinforces promotions across digital and in-store touchpoints • Saves time with ready-to-use ads and simple tools • Keeps your advertising consistent without ongoing manual work

Optional advertising to extend reach

click for more information contact contactyour youraccount accountrepresentation representationfor formore more

8

CONSUMER ADVERTISING PROGRAM

Expand into Your Community

EXPAND

Reach new shoppers and stay connected between visits.

WHAT’S AVAILABLE TO YOU Social Media (Powered by SocialStudio) • Custom designed content created, scheduled, and posted to your social channels • Supports Facebook, Instagram, and X • Weekly or monthly promotional flyers posted automatically • Centralized tools to manage content and track post-performance • One-time setup to connect your accounts New Mover & Community Connect • Custom designed 11 x 6” double-sided postcards • Target new movers or households in selected zip codes • Personalized messaging about your store with optional welcome offers • Targeting support to identify households based geography, income, and purchasing behavior

Welcome to the neighborhood Davis Family!

• Connects you with new shoppers in your local area • Drives first-time visits and builds repeat traffic • Keeps your store top of mind • Extends your reach through both digital and targeted local campaigns

click for more information 9

contact your account representation for more

QRH00AT5303

WHY IT MATTERS

Available with or without the core program

Shelf Poppers Ready-to-hang shelf poppers that call out the attributes shoppers are actively looking for at the shelf. From local products to dietary and lifestyle needs, these signs make it easier to scan, compare, and decide. They help shoppers find what fits their needs faster, while driving discovery and incremental purchases across the store.

WHAT YOU GET • Packs of 40 shelf poppers available across three categories: - Made in State for local product callouts - Lifestyle & Wellness for categories like household, personal care, and supplements - Natural Attributes including vegan, dairy-free, staff favorite, minority owned, and cruelty-free • Ready to hang poppers fit most shelving and installs easily using standard shelf clips • Consistent, easy-to-read design across categories so shoppers can scan quickly

WHY IT MATTERS • Helps shoppers quickly find products that meet their needs and preferences • Drives discovery of new, local, and attributebased items • Reduces time spent answering common shopper questions • Supports higher basket size by guiding shoppers to more relevant products • Creates a more consistent in-store experience while reinforcing your assortment and values

Guide shoppers to the products they care about most 10

place your order now

contact your account representation for more

10

Promotional and New Product Programs Promotional and new product programs are a simple place to grow your business.

Promotions help bring attention to products and encourage shoppers to buy, while new items give customers a reason to come back and see what’s new. Retailers who take advantage of these programs often see stronger shopper engagement, increased sales, and more opportunities to stand out from the competition. The more programs you participate in, the more opportunities you create to drive growth and keep customers coming back.

Monthly Specials The Monthly Specials Catalog helps you plan your monthly purchases using a complete, DC-specific list of promotions, trends, and new products. It’s intended to make ordering easier and more efficient, while helping you identify what to bring in, what to promote, and where you can save.

WHAT YOU GET • A monthly catalog delivered with your regular UNFI order • A complete list of promotions available to you and stocked in your DC • Highlights on new and trending products to support assortment decisions • Access on MyUNFI in Excel and flipbook formats for easy sorting and planning

WHY IT MATTERS

JULY 2026

• Lowers your cost on everyday items to support margin growth • Helps you plan orders around available inventory • Highlights new products • Saves time by putting deals, new items, and availability in one place

Your single source for promotional planning

view eDoc on myUNFI.com contact your account representation for more

12

Wellness Resources The Wellness Monthly Resources & Catalog is your monthly source for product availability updates, promotional opportunities, new product introductions, and assortment planning across the Philadelphia and Gilroy Wellness DCs. Delivered through a monthly email, it provides key updates, stock insights, and direct access to the full Wellness Monthly Catalog, helping you make informed buying decisions and act quickly on opportunities.

WHAT YOU GET • Monthly updates on products, assortment changes, and inventory availability • Promotional pricing, new product launch information, and visibility into product availability for Philadelphia and Gilroy Wellness DCs • Category education and top-selling product recommendations • Planning tools including MAP guidance, item data, barcodes, and downloadable Excel and flipbook catalogs

Monthly Catalog PHILADELPHIA & GILROY AUGUST 2026

WHY IT MATTERS • Plan smarter buys with a complete view of assortment, deals, and new products • Stay ahead of inventory and availability changes • Protect margin through pricing and MAP guidance • Reduce risk by focusing on proven top-selling items • Test new products with greater confidence • Save time by receiving updates and detailed product information in one place • Move quickly from insight to order with direct access to the catalog

view eDoc on myUNFI.com

click for more information

13 contact your account representation for more

Monthly Lifestyle and Wellness updates, insights, and buying opportunities

Hot Sheets Hot Sheets give you access to discounted items available through your DC, focused on top-selling and seasonal products. It’s designed to make ordering simple while helping you stay competitive, improve margins, and grow basket sizes.

AUGUST 2026 Hot Sheet items should be placed with your regular order for discounts to be applied. All deals are NET. You must be subscribed to the Hot Sheet program prior to order invoicing to receive these discounts. Credits will not be issued against past orders. Contact your Account Manager to subscribe. Pricing and availability subject to change. DISCLAIMER: All product information in this publication is provided to us by the product manufacturer. UNFI does not guarantee the completeness or accuracy of this information. For the most complete and accurate product data, we suggest you contact the product manufacturer. For supplier contact information, please contact UNFI Customer Care.

• Discount program built to support Independent Natural Retailers • 20%+ savings on key items across seasonal and top selling categories • Assortment focused on value-driven and trendrelevant products • Items available through your distribution center • Downloadable order guide accessible on myUNFI

BUY IN DATES 07.31.26 → 08.27.26

30%

40%

30%

30%

BLUE BOTTLE COFFEE

CHOBANI

EGGLIFE

JOJO’S CHOCOLATE

MID-DAY SQUARES

30%

30%

30%

30%

40%

STONYFIELD ORGANIC

TOFURKY

TRULY GRASS FED

CAULIPOWER

CROOKED SPOON

30%

30%

30%

30%

30%

DOUGHLICIOUS

ICE CREAM FOR BEARS

MILTONS

RED’S

FROZEN MEALS

RED’S ALL NATURAL

30%

30%

30%

ANCIENT HARVEST

ARCHER

OFF

COFFEE

OFF

YOGURT

OFF

REFRIGERATED READY TO EAT

OFF

ICE CREAM

ICE CREAM

30%

30%

OFF

OFF

URBAN PIE

WOW BAO

FROZEN PIZZA

FROZEN MEALS

30%

30%

OFF

OFF

BETTER OATS CEREAL

BETTER SOUR CANDY

OFF

YOGURT

OFF

OFF

DAIRY

frozen →

CHEESE

OFF

FROZEN PIZZA

OFF

OFF

REFRIGERATED READY TO EAT

CANDY

30%

OFF

NIGHTINGALE ICE CREAM SANDWICH

OFF

OFF

FROZEN PIZZA

ICE CREAM

OFF

OFF

FROZEN MEALS

FROZEN NOVELTIES

grocery →

OFF

OFF

OFF

DRY RICE BEANS AND GRAINS

SALTY SNACKS

BACK TO NATURE

30%

30%

30%

40%

BIENA LLC

BIOBAG

BONNE MAMAN

BOYLAN BOTTLING

OFF

SALTY SNACKS

OFF

WRAPS BAGS AND FOOD STORAGE

COOKIES

OFF

OFF

PEANUT BUTTER AND PRESERVES

WHY IT MATTERS • Supports competitive pricing on popular natural products • Improves margins with key discounts on everyday items • Simplifies ordering with discounts automatically applied to invoices • Minimizes effort with no program fees or complex setup

Drive basket size with deep discounts on key items

SHIP DATES 08.01.26 → 08.28.26

30%

chill → OFF

WHAT YOU GET

WEST (WS)

view eDoc on myUNFI.com contact your account representation for more

14

BEVERAGES

Seasonal Selections Our Seasonal Program helps you plan for predictable spikes in demand and make the most of key selling periods throughout the year. This helps you bring in the right products at the right time, secure inventory early and take advantage of key moments tied to holidays, weather and seasonal trends.

WHAT YOU GET • Seasonal essentials to feature during peak selling periods • Pre-Order guides for limited-time and seasonal items, available to secure in advance • Seasonal shipper opportunities to support merchandising and drive impulse purchases • Curated product recommendations aligned with seasonal demand

Seasonal Selections FALL/HOLIDAY 2026

WHY IT MATTERS • Capture more sales during high-demand seasons and key holidays • Secure inventory early and avoid missing out on topperforming items • Plan ahead with more confidence • Increase basket size with seasonal merchandising and impulse-friendly displays

view eDoc on myUNFI.com 15 contact your account representation for more

Turn seasonal demand into sales

New & Now A monthly roundup of the newest items coming into UNFI. It gives you a quick, practical way to evaluate what’s worth adding to your shelves. Each issue includes product details, images, ingredients, warehouse availability, and a spotlight on UpNext brands that help you get in early on emerging products. .

WHAT YOU GET • Monthly products with images, ingredients and item numbers • Warehouse availability so you know what’s ready to order • Introductory discounts on select new items • UpNext brand spotlight for early access to emerging products • Access on MyUNFI in Excel and flipbook formats for easy sorting and planning

New & Now

Product Launches & Emerging Brands

EAST - SEPTEMBER 2026 EFFECTIVE SHIP DATES: 8/29/2026 -9/25/2026

WHY IT MATTERS • Saves time by curating new items in one place • Helps you stay competitive with fresh offerings shoppers look for • Reduces risk when testing new products • Supports smarter buying with real warehouse availability • Gives early access to brands gaining traction

See what’s new and worth considering for your shelves

view eDoc on myUNFI.com contact your account representation for more

16

Buzz Brands Buzz Brands helps you stay ahead of what consumers are looking for in natural and specialty retail. Each month, we spotlight a curated group of brands that are redefining categories and gaining consumer attention. These brands come with built-in promotional support and opportunities to connect, making it easier to bring in new products that stand out and sell.

WHAT YOU GET • Access via UNFI’s sales team to a curated selection of brands aligned to current shopper trends • Monthly promotional and placement support to help drive awareness and trial purchases • Access to regional Spark events to meet brands and sample products • Highlight brands with strong growth potential on myUNFI and within publications

WHY IT MATTERS • Bring in new brands with more confidence knowing they’re supported • Drive trial with products that already have marketing behind them • Differentiate your assortment with emerging, trendforward items • Discover new products that connect with shifting shopper demand • Reduce the risk of testing new items by focusing on curated brands

view eDoc on myUNFI.com 17 contact your account representation for more

Discover high-potential brands gaining traction in the marketplace

UpNext UpNext gives you early access to emerging brands that are just entering the market and beginning to build momentum.

These suppliers are vetted through pitch competitions at UNFI shows and highlighted across our network, making it easier to identify brands with real potential. It’s a great way to identify and bring in new products early, before they reach broader distribution.

WHAT YOU GET • Access to early-stage brands identified through UNFI’s UpNext team • A curated group of products that are just entering the market with high potential • Visibility into brands before they scale to wider distribution • A structured way to evaluate emerging brands in one place

WHY IT MATTERS • Be first in your market to carry new and emerging brands • Differentiate your shelves with products not widely available • Attract shoppers looking for new and unique finds • Get in early on brands that have the potential to grow • Add newness to your assortment without relying only on established trends

Early access to what’s next to hit shelves

view eDoc on myUNFI.com contact your account representation for more

18

myUNFI Shopping myUNFI is more than an ordering platform. It is your dayto-day tool for managing orders, finding new products, and keeping up with trends. With real-time pricing and availability, plus access to order guides, promotions and digital catalogs, you can make faster, more informed buying decisions in one place.

WHAT YOU GET • Account-specific pricing, availability and ordering tools • Full order history, invoices and delivery tracking • Detailed product pages with images, ingredients and attributes • Shoppable order guides for popular programs like UpNext, Climate Action & Consumer Advertising Program • Spotlight pages on key programs, brands, and initiatives

WHY IT WORKS • Save time by managing ordering, research and planning in one place • Find new and trending products before your competition • Stay current on promotions and deals without digging through emails • Make faster, more informed buying decisions

request myUNFI login 19 contact your account representation for more

Your hub for ordering, discovery and planning

Email Marketing Email marketing keeps you up to date on the product changes and opportunities that impact your shelves. From back-instocks and pack updates to promotions and new items, you get timely information to act quickly and buy with confidence.

WHAT YOU GET • Regular emails with product updates like back-in-stock notifications and pack changes • Promotional emails featuring unpublished deals and seasonal items • New and emerging products spotlights to help you stay competitive • Region-specific content based on your warehouse and availability

WHY IT MATTERS • Stay in stock on key items and take advantage of exclusive deals • Act quickly on product changes that impact your shelves • Identify promotions and products that can drive incremental sales • Save time with relevant information delivered directly to you • Keep your assortment fresh

Updates you need delivered straight to your inbox

sign up for the program contact your account representation for more

20

Endless Aisle Endless Aisle gives you access to products beyond your local distribution center, so you can expand your assortment without risk. Whether you are looking to fill gaps, test new items, or bring in emerging brands, access Endless Aisle through the myUNFI shopping platform for a flexible way to source products and respond to customer demand.

WHAT YOU GET • Access to a broader assortment of products not available through your DC • Ability to order directly from multiple suppliers in one place • No order minimums, making it easy to test new items • Search and filter tools to quickly find products by attributes, values, and region • Direct-to-store shipping from suppliers through carriers like UPS or FedEx • Access through your existing myUNFI account

WHY IT MATTERS • Fill assortment gaps and say yes to more customer requests • Test new products without committing to large orders • Bring in emerging and niche items ahead of competitors

click for more information 21 contact your account representation for more

Expand your assortment with innovative, emerging products

UNFI Selling Shows UNFI Selling Shows bring together key suppliers, competitive pricing, and easy ordering in one place, both in-person and online. Discover new products, plan for upcoming seasons, and place orders efficiently. Showonly deals and a wide range of suppliers help you make faster buying decisions.

WHAT YOU GET • In-person and virtual events featuring suppliers across categories and departments • Centralized place to browse new items and review assortments • Exclusive show pricing with UNFI negotiated deals • Integrated ordering tools that let you build and place orders during the event • Access to the UNFI Innovation Hive, an immersive space to explore what’s new and next across products and brands

WHY IT MATTERS • Saves time by combining product discovery, deal buying, and ordering in one event • Drives margins with strong pricing and limited time offers like Monster Buys • Supports seasonal planning for key periods like spring, summer, and holiday • Helps you identify emerging products and category trends worth bringing into your store • Creates direct access to UNFI teams and suppliers for questions, insights, and support • Connects you with in-store solutions that support marketing and operations

Plan, discover, and buy all in one place

go to registration page contact your account representation for more

22