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UNFI Rolls Out Retailer Media Network

UNFI Media Network is powered by Swiftly and enables advertisers to launch omnichannel campaigns and promotions through the distributor's network of retailer partners.
unfi retail media network

North American wholesaler and distributor United Natural Foods Inc. (UNFI) has launched a retailer media network for independent and regional grocers across the U.S. as it doubles down on digital.

UNFI Media Network (UMN) is powered by retail media and technology company Swiftly, leveraging its advanced technology platform, personalization engine, closed-loop reporting and analytics capabilities, according to a statement from the company. The network’s solutions are available to UNFI’s network of more than 30,000 retail locations and 11,000 brand partners. 

UMN enables suppliers and advertisers to launch campaigns and promotions — through UNFI’s retailer partners — across multiple channels, including on-site and in-app banners, push notifications, social, in-store digital displays and email. It also helps UNFI’s retailers better reach and engage shoppers digitally and more “meaningfully and personally.”

“UMN enables UNFI’s retail customers and suppliers to better compete in today’s retail marketplace, with an increasingly digital focus,” Sandy Douglas, UNFI’s CEO, said in the statement.

"UMN will enable brands to reach tens of millions of consumers across the U.S.,” Henry Kim, CEO at Swiftly, added. “Additionally, retailers will gain access to the content provided by UNFI’s [brand partners], enhancing their offerings and driving engagement with consumers.”

Louis Martin, UNFI’s president of wholesale, said its partnership with Swiftly is already off to a strong start. “We are already engaged with many of our customers and brand partners about the value we can bring to their businesses. UMN represents a new chapter in UNFI’s ongoing commitment to support the sustainable growth of all those that we serve,” he said.

Previously, UNFI partnered with Adsta to launch and accelerate its retail media initiatives. In addition, in 2023, Swiftly collaborated with Webstop, a tech company specialized in solutions for regional and independent grocers, to bring expanded mobile solutions (e.g., mobile platforms, analytics tools, first-party data and retail media network) to Webstop's client base, including UNFI. 

UNFI distributes full-store grocery and consumer products across the U.S. and Canada to natural product superstores, independent retailers, conventional supermarket chains, e-commerce retailers and food service customers.

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