3. Agenda
Role of the distributor
How to decide if you should sell through a distributor
What distributors look for in taking on new lines
What information should be included in a distributor presentation
Distributor marketing programs
Pricing and margins
Brief overview of representative distributors in natural and specialty
Minimizing surprise deductions
Q&A
4. Role of the Distributor
Distributors buy products from suppliers and resell and deliver them to
retailers.
They usually provide marketing and sales services
They buy pallets and truckloads and break them into smaller shipments to
retailers.
They often cut cases and sell half-cases or even single units depending
on the category
They can provide a variety of services to the retailer ranging from setting
sections, order taking, packing out on the shelf, merchandising programs,
sales analysis and flyers to store set up and point of sale systems
For the supplier, consolidates shipping and receivables to fewer parties
than selling direct to retailers.
5. How to decide if you should
sell through a distributor?
Guiding principal – make product available how your retail customer
wants to buy it.
Who are your target retailer s principal distributor suppliers?
Does your product lend itself to direct shipping (weight, perishability, pack-
size, etc.?)
Does your pricing and margin structure have room for a distributor
margin?
Can you efficiently scale up your business by going direct?
6. How many distributors do we
need?
Understand that some distributors want you to sell only to them but what
they don t tell you is that they don t service every customer in their
market, thus if you don t sell to others you will not be able to get into
some retailers.
Know the territory and classes of trade that each of your distributors
handle. Some distributors are regional, some national and some are
region specific (i.e. NYC)
There is no correct answer to this question, all distributors have their
strengths and weaknesses you need to understand these and adapt
accordingly.
7. Pricing and Margins Review
So we are all on the same page
Maggiore’s !
Sales & Marketing!
8. Gross Margin Defined
Gross margin is the difference between the costs related
to manufacturing the product and the net price at which you
sell product to your customers
9. Er…Margin or Markup?
What is the difference between margin and mark-up in
terms of defining wholesales or retail pricing?
Retail Margin = selling price - cost
selling price
Retailer Mark-up = selling price - cost
cost
In most all cases distributors work on margin not mark-up!
10. Example
Margin: With a product costing $2.00 and selling for $3.00
($3.00 - $2.00)/ $3.00 = 33.3% margin
Markup: With a product costing $2.00 and selling for $3.00
($3.00 - $2.00)/ $2.00 = 50% mark-up
So in this example if you thought a distributor was marking up your
product 33.3% your belief would be that the price to the retailer
would be $2.666 ($2.00 * 1.333%) but in fact they would be
charging the retailer $3.00
11. Keep in Mind Distributors Make
Money 3 ways
Maggiore’s !
Sales & Marketing!
12. Distributor Margins and Selling
Prices
Selling price based on landed cost into distributor
List price in catalog based on a 25% - 30% distributor gross
margin
Many customers on some kind of volume discount
Whole Foods cost plus
Supermarkets range depending on services offered
13. Marketing Programs
Catalog/Price Book: . Product name, unit size, distributor code, wholesale and
Suggested Retail Pricing (S.R.P.) are included in these listings. Catalogs are
usually updated quarterly and are a good advertising vehicle for introducing
your products to the retailer community
Newsletter/Monthly Specials Bulletin: A listing of new products and monthly
specials. Usually printed monthly, insertion of product selling information
during the same month that a product is on sale is a great way for your product
to get retailer exposure and give an incentive to purchase … a strong one-two
punch. Be in contact with the advertising department six to eight weeks before
the promotion begins to request that the ad appears adjacent to the product
description and/or promotional announcement.
14. Marketing Programs
Consumer Flyer: Distributors will solicit high volume, well-distributed
products for participation in these monthly programs. Distributors
usually request larger-than-normal discounts for these programs.
Case-Stack programs: A program available to manufacturers of shelf-
stable products is the case-stack program. These deals are listed in
distributor catalogs and monthly newsletter/specials bulletins. As the
name implies, retailers can get increasing discounts by purchasing
larger quantities of product
15. Distributor Programs
Promotional programs Shipper allowances
Incentive Programs SPIFS
Exclusivity Program
Distributor Book Line & Ad
Promotions
16. Types of Promotional
Discounts
Off Invoice
Hip Pocket Deal
Bill-back
Coupons
Manufacturer Charge Back (MCB)
Incentive Programs
Case Stack Deals
Scan Down
17. Objectives
Create opportunities for consumers to buy your product
Create incentive for the retailer to feature your product
Drive Volume
Capitalize on high usage occasions, and promote sales during weaker
periods
Maximize retail placement through distributors
18. Information Sharing Program and
National Marketing Opportunities
• Supplier In-Site
Information Sharing Program
• MVP Program
• Supplement Celebration Sale
• Healthy Clippings
• Truck Advertising
• Customized
Marketing Program
• UNF Tabletop Shows
19. What a buyer looks for in a new
item…
Ingredients
Consumer and retailer demand
Pricing and promotional strategy
Overall uniqueness and appeal of the product
20. Be prepared to answer:
What kind of promotional support is being offered?
What are the frequency and depth of the promotions?
What is the manufacturer s plan to tell the consumer about the
product? (demos, advertising, public relation campaigns, etc.)
Has the manufacturer put a lot of thought into their strategy, and are
they supporting our efforts by participating in our programs?
Product presented in an attractive and concise way
Sales effort – both direct and use of brokers
How much existing distribution is there with our customers
21. Be prepared to answer:
Media Research – Is there compelling information that has already
been provided to the public with regard to important health benefits
that an ingredient or product will provide to better one s lifestyle?
Shelf life – Are spoils likely to be a problem? Will the vendor stand
behind and guarantee any losses?
Payment terms – Are we offered discounts for prompt payment?
Extended Terms, Distributor requirements
Frequency of delivery – What are service levels like, what are lead
times, minimum order quantities, pick-up points, and how will the ease
of receiving be?
Pick-up location – Is it logistically sensible for costs?
Exclusivity – Is there an advantage to our picking up a new item
before our competition? Is there an opportunity to fill the pipeline and
secure initial market share?
Category management – New products should always open the
opportunity to review a category and weed out the dull, slower volume
items, paving the way for new and innovative selections
22. Issues/Costs of Doing Business
Overall similar to standard food distributors
Set up fees
Payment Terms
Sample product
Intro deals
Ad programs
Forward buying
Participation in distributor shows
Deductions
MCB s – remember they come back at Dist wholesale
Free fills
Case stacks, EDV s, hip pocket deals
Spoils/returns
Unauthorized
Double dipping
errors
23. Upsides
MCB audit – recover unauthorized deductions
MCB report as data source
Working with sales force
Inside sales meetings
Outside sales meetings
Spiffs
Ride with s
Send samples, info
Respond to special requests
Key vendor programs
Growth programs
24. Payment Terms
Policies regarding Payment Terms for new vendors has
changed dramatically in the past few years before you
ship a distributor be sure you know there policies.
- Many distributors are asking for Terms of 2% 30 Days; Net 60 Days
- Some distributors will not pay for there first order until they receive
their second (or even third order) even if this is 120 days later.
- Some distributors will take an early payment discount even well after
the time period has expired and claim they ve done so because the
invoice submitted was know done according to their requirements or
pieces were missing, and thus delayed the processing time.
25. Summary
What does a natural distributor typically expect from a
new vendor?
Some level of existing distribution to turn over and/or written
requests by key customers
Support for their marketing programs
Promotional programs
Terms (2%10, net 30) and extended for initial ship
Intro deal (15% off for 60 days)
Ongoing sales effort
27. UNFI
United Natural Foods, Inc. (NASDAQ: Classes of Trade (Natural Food Division)
UNFI) is the largest wholesale distributor Supernaturals (32%) –Whole Foods
to the natural and organic industry in the Market, Inc., the only national natural
United States. Carrying more than 40,000 product supermarket chain
SKUs, the Company supplies to over
17,000 customers nationwide and serves Independents (43%) -Range from mom
a wide variety of retail formats, including and pop to regional chains. Examples
supernatural chains, independent natural include Earth Fare, Mrs. Greens,
products retailers, conventional Westerly Health and Fairway Markets
supermarkets and food service SuperMarkets (20%) -Includes
customers. conventional supermarkets, mass
merchandisers, club stores, and
$4.0B in sales convenience stores such as Wegman s,
Primary supplier to Whole Foods, many Stop & Shop and Hannaford
supermarkets Food service (3%) -Includes Sodexho,
In 2008 purchased Millbrook Distribution Aramark, Med Assets and the Compass
Services (renamed it UNFI SDS) and so Group
they are now in the Specialty business as Other (2%) –International and non-
well distribution divisions
28. KeHE Foods
KeHE Food Distributors is a leading U.S. distributor of natural and
specialty food products that fit the lifestyle of today's consumer. They
distribute more than 40,000 products - including natural and organic,
international, specialty, perishable, Kosher, and Latin American food items
- to more than 15,000 retail outlets in 49 states, Mexico and the
Caribbean.
On-Trend Category Expertise—Ethnic/International, Natural & Organic,
Deli/Dairy & Perishable, Kosher, Gourmet & Specialty, Data Driven
9 Distribution Center Nationally
Key Customers – SuperValu (Nationally), Meijer, Target
Programs
Shows – Annually every July in Chicago, every January (different location
each year)
Kehe Tabletop Shows – held throughout the year in each market
29. Tree of Life
Purchased by Kehe in 2010 now called Tree of Life a KeHE Company
Tree of Life was a leading marketer and distributor of natural, organic,
gourmet, specialty, and multicultural food products to supermarket chains,
independent grocers, natural/health food stores, and specialty/ethnic
stores throughout the U.S. and Canada.
Kehe has done a great job of folding in the supermarket business into
their model and has left the Natural Food business under the Tree of Life
banner. They run separate promotional programs at Tree of Life which
only their Natural class of trade can partake in.
Tree of Life has three distribution centers in Canada. Product ships from
KeHE, though certain warehouses are still referred to as TOL
warehouses, since they were initially a TOL warehouse.
30. Haddon House
Haddon House Food Products is a leading wholesale grocery distributor
that specializes in ethnic food, gourmet ingredients, and organic products.
It supplies more than 15,000 items covering more than 1,000 brands,
including such in-house brands as Asian Gourmet, Jane's Krazy Mixed-Up
Seasonings, Medford Farms, and Twin Tree Gardens. Haddon House
serves specialty food retailers and other retail grocers nationwide.
Distribution centers: New Jersey, North Carolina
Sales $138M
Key Customers: A&P, Fresh Market, Harris Teeter
31. Nature s Best
Serves natural food stores in: Arizona, California, Colorado, Idaho,
Montana, Nevada, New Mexico, Oregon, Utah, Washington, and
Wyoming.
Ocean-going container ships serve Nature s Best s customers in Hawaii,
Alaska, and Asia.
Our Product Categories include a full selection of Certified Organic and
Natural Lines in Grocery, Refrigerated, Frozen, Bulk, Supplements,
Personal Care, Herbs, Medicinal, and Pet Products Sales & Retail
Marketing Support:
Consumer driven promotional programs
Merchandising Tools
Field Sales Consultants
Retail Service Merchandisers
Category Management Assistance
32. Small to Medium Sized
Regional Distributors
DISTRIBUTOR NAME REGION ADDRESS CITY STATE Zip PHONE NUMBER CONTACT NAME
All Star Distributing MW 5425 #108 Perry Drive Waterford MI 48329 248-618-7746
Associated Buyers NE P.O. Box 399, 5 Commerce Way Barrington NH 3825 603-664-2424 Karta Owens - owner
Avenue Gourmet Mid Atl 11445 Cronridge Drive, Suite Q Owings Mills MD 21117 410-902-5701 Patricia Lobel & Lee Cohen
Azure Standard San Antonio TX
Bear Creek Fine Foods NW-N.CA 14660 NE N Woodinville Way - Box 1836 Woodinville WA 98072 888-912-7335 Sharon & Mike Chittick
Chex Finer Foods NE 39 F.R. McKay Drive Attleboro MA 2703 508-226-0660 Jeremy Isenberg
Garden Spot Distributors NE/Mid.Atl 438 White Oak Road New Holland PA 1755-9778 800-829-5100 John Clough - President
Global Specialty Foods SE 5305 Peachtree Industrial Blvd./Dock H Ste.1
Chamblee GA 30341 770-399-0414 John Magnuson, Founder CEO
Gourmet Merchants S. CA 16511 S. Main St. Gardena CA 90248 310-808-0960 Bob Chavelle
Jerusalem MI 6470 Miller Road Dearborn MI 48126 313-846-1701
Kehe Foods MW 800 N Schmidt Rd. Romeoville IL 60446 815-886-3700 Chris Buckler
McMahon's Farm NE NY 305 Jackson Road Hopewell Junction NY 12533 845-227-0120 Tom & Colette McMahon
Midland Foods OH 4540 Commerce Ave. Cleveland OH 44103 800-853-4460 David Gellin
Natural Farms Wisconsin 2077 S. Stoughton Rd. Madison WI 53716 608-663-1060 Jeff Barnhart
Nature's Best CA, SW, NW 105 S. Puente Street Brea CA 92821 800-765-3141 Russell Parker
Neshaminy Valley NE/Mid Atl. 5 Louise Drive Ivyland PA 18974-1525 215-443-5545 Phil Margolis
Regional Access, Inc. Upstate NY? 125 Gayuga St. Trumansburg NY 14886 607-319-5150 Gary Redmond, President
Reinhart Food Service WI 1500 St. James Street La Crosse WI 54602 800-827-4010
Renaissance Specialty Fds N. CA 310 S. Maple Ave. So. San Francisco CA 94080 650-873-5400 Glenn Seymour, President
Rock Island Foods N. CA 38 Hamilton Drive Ignacio CA 94949 415-883-2375 Peter Mello
Soderholm Wholesale Fds WI 1100 Wilburn Road Sun Prairie WI 53590 608-834-9850 Dave Guelzow
Steiner Foods NE 510 North Avenue New Rochelle NY 10801 914-235-2300 Peteer Steiner
Trudeau Distributors MN 25 West Cliff Road, Suite 115 Burnsville MN 55337 952-882-8295 Mike Reineck
Unique Food Atlanta GA
Wythe-Will VA 3612 La Grange Parkway Toano VA 23168 7575665360 David Mastricola, Dir. Sales
33. Handling Deductions
Based on the NASFT s White Paper on Deductions
Maggiore’s !
Sales & Marketing!
34. What are we talking about?
INVOICE DEDUCTIONS (also called chargebacks): The difference
between a supplier s invoice amount and the payment remitted by a
distributor.
Typical examples:
Slotting/free goods
Unsaleables
Advertising
TPR s
Scan downs and their admin fees
Demos
Cut case charges
Damaged cases and short shipment
Deductions happen…we want to minimize unauthorized deductions
Huge amount of time, effort, money devoted to clearing these up – makes
sales process highly inefficient
35. Key
Clarity about the sale terms is paramount and may be the
single best piece of advice for minimizing deductions.
36. Steps
Be realistic and think through the costs that will be necessary to
support sales in each class of trade in which you compete.
Understand the customer s sales policies and clarify your own.
Make it clear that you are top of these and mill be closely
monitoring them
37. Steps
Make sure broker understands your policies and is clear on what they can
commit to on your behalf.
All commitments must be documented (as in the SEA form described
earlier.)
38. Do your homework!
Understand common trade spending and likely deductions for
each class of trade before you begin.
Your leverage:
Consumer demand
Saying no
Stop shipping
39. 5 steps towards minimizing
surprise deductions
1. During the initial sale, ask for the distributor s written policies.
2. Have your own standard procedures policy.
3. Determine together what is negotiable, what the retailer requires, and
what may
be systemic for that distributor.
4. Do not leave the meeting without clarity of the terms of sale, particularly
the:
• pricing list
• delivery and shipping policy
• the specific number of store placements versus store authorizations.
5. State in your policy what your broker is authorized to determine and that
all promotional agreements or offers must be documented.
40. Before Entering the
Distribution Network:
1. Build your brand.
2. Research the retail segment.
3. Talk to your peers.
41. Causes for Unexpected
Chargebacks:
• Miscommunication – make sure broker is clear on policies, also zealousness
to make sale, weak on details
• Human Error
• Inadequate Order Management – not rotating, ordering too much
• Orders on Promotional Allowance
• Delayed Chargebacks – makes it difficult to track
• Post-Audit Claims
• Transitional Charges – buying out the line you are replacing
• Over Shipping for Promotions
• Delivery/Shipping Discrepancies (you are in the system at FOB and buyer asks
you to ship product)
• Payment Terms
• Distributor Fees or Administrative Charges – warehouse set up fees, C&S
crossroads
• Creative Deductions – if excessive, ultimately do you stay or walk
• Unsubstantiated Deductions – says it all
42. Disputing and Reimbursement
1. Get documentation.
2. Have a tracking system in place.
3. Be vigilant.
4. Highly perishable – try to resolve quickly, older they are, more difficult to
recover
5. Ideally have one person dedicated to managing this (preferably in
accounting)
6. Sales should get involved especially if good relationship with buyer, but be
wary of time sink and developing unwarranted adversarial relationship
with customer
43. Some alternative solutions
Spoilage allowance
Flat rate programs such as C&S Crossroads
One national supplier instituted an innovative program that has
helped the company avoid unauthorized deductions. Two years
ago, it established a Funding Fee program under which it will
annually pay each of its distributors 5 percent of gross sales.
When it receives a deduction other than those approved in its set
policies, the company takes it out of that distributor s Funding
Fee. Calculations are done monthly by invoice, so a distributor
knows when a charge has been posted against his fee.
44. Your recourse
When faced with a surprise deduction, you can reject it, or note that
any unauthorized deductions may result in an administrative hold
being placed on the account.
One national supplier s guidelines state: Unauthorized deductions
that are not repaid within seven working days will be subject to a
penalty fee, administrative hold on orders, reclassification to
wholesaler pricing and loss of credit terms. Penalty fees can range
from $100 - $1,000 and must be paid before future shipments can
be allowed to ship.
Obviously so much depends on how much leverage you have
45. Training and Networking
Seminar for Companies in the
Natural & Specialty Industry
Maggiore’s !
Sales & Marketing!
46. Two-Day Seminar
Presented by: John Maggiore and Bob Burke
Tuesday May 17th and Wednesday May 18th
Where: Hilton Garden Inn, San Mateo, California
Day 1 – Sales Planning, Trade Promotions, Working with Distributors, Working with
Brokers and more!
Day 2 – Trade Spending, Navigating Whole Foods, Understanding Syndicated Data,
Social Marketing and more!
Special Guest Speakers include Tim Sperry (former Whole Foods buyer), Matt Koch
(TurnTree Solutions) and others.
Come for either day or both days (special discount for attending both days).
For more information visit www.naturalconsulting.com or e-mail John Maggiore at
john@maggsales.com
47. Summary
Do your homework
Have a policy in place
Set the tone early…you are on top of this
Choose your fights
Act quickly with well documented response
Network with your peers
48. Q&A
What haven’t we answered that you hoped we would
cover?
What pressing questions do you have about your business
that you would like to put out to the room?
49. Distributor Marketing Programs &
Advertising – UNFI example
Wholesale Catalogs
Monthly Specials Catalogs
Foodservice Advertising
Table Top Shows
50. Wholesale Catalog
Eastern Region
Use catalog advertising to develop brand
recognition and loyalty, and to educate retailers
on your products key selling points.
Catalogs are the primary reference and
ordering tool for Retailers –catalogs are spiral
bound with scannable barcodes.
Color inserts and black & white ads are
positioned with your product listing and bound
into the book.
Organized by major category, then Brand.
Major categories are: Bulk, Frozen, Perishable,
Grocery, Personal Care and Supplements. Tab
Pages separate major categories.
Published 3 times per year (Jan-Apr; May- Aug;
Sep-Dec).
6 Editions printed for the Eastern Region,
corresponding to United s Eastern Region
Distribution Centers: Chesterfield/Dayville, New
Oxford, Atlanta, Iowa, Greenwood, Sarasota.
2 Volumes printed for each publication:
Volume 1 (Bulk/Foodservice, Frozen, Perishable,
Grocery)
Volume 2 (Personal Care, Supplements)
For more information contact your United Natural Foods® Buyer
51. Monthly Specials Catalog
Eastern Region
Focus Retailers attention on your promotions,
displays and new product introductions with
Monthly Specials Catalog Advertising.
The Monthly Specials Catalog is the Retailer s
primary source of information about monthly
promotions, new products, case stack deals
and displays.
Got a good story to tell? Contact us to
propose an article. Each month we publish
several articles focusing on sustainable
practices, fair trade and environmental
initiatives.
Color inserts and black & white ads are
positioned within and bound into the book.
Introduce new items & educate retailers about
your products and promotions.
Contains special sections for New Products,
Case Stacks, Displays and monthly specials
listings for each major category.
Printed on environmentally friendly 100%
recycled newsprint with high post consumer
waste component.
6 Editions published monthly for the Eastern
Region: Chesterfield/Dayville, New Oxford,
Atlanta, Iowa, Greenwood, Sarasota.
For more information contact your United Natural Foods® Buyer
52. Foodservice Advertising
Eastern Region
Reach the rapidly growing and influential
foodservice market with Foodservice Pricelist
advertising. As consumer demand for natural
and organic items increases, United is working
with foodservice professionals such as Sodexho
and ARAMARK to meet the growing needs of
this market segment.
Used by restaurants, cafes, convenience
stores, schools and institutions providing
meals, snacks, grab-and-go, etc.
Published monthly.
Flexible advertising programs help you build
brand loyalty in this growing market.
Organized by Product Subcategory (such as
Snack Bars, Cereal, Beverages, etc.) then by
Brand.
The monthly pricelist includes all Bulk, Frozen,
Perishable and Grocery items, with monthly
specials where applicable.
Feature educational material and/or large
batch recipes to promote usage of your
products.
For more information contact Valarie Rozokat at 1-603-256-3000 x42409
53. Table Top Shows
National
Meet retailers and write orders at these
cost-effective events! United s Table Top
Shows provide an opportunity for you to
showcase new items, build sales, promote
seasonal items and meet Retail buyers
face-to-face.
2008 Table Top Show Locations:
Jacksonville, FL
Denver, CO
Hawaii
Ledyard, CT (Foxwoods)
Northern California
Chicago, IL
Opportunity to network with a large number of
Retailers at one time.
Shows are cost-effective compared to larger,
multi-day shows.
Concise Show format.
Opportunity to generate large number of sales/
orders.
A great way to introduce new-to-UNF products
to multiple customers.
For more information contact Len Lynch at 1-603-256-3000 x42202
54. Supplier of the Month
National
Builds brand recognition and increases
sales by highlighting Suppliers as leaders in
their
category.
National, monthly program.
Three non-competing food suppliers (grocery,
frozen and/or perishable) and four non-
competing, non-food suppliers (general
merchandise, personal care and/or
supplements) featured each month.
Participation includes special promotion to
Retailers and to United s sales and marketing
teams.
Benefits include publication of your logo and
selling points on the cover of the Monthly
Specials Catalog, a full-page black & white
advertisement in the front of the catalog and
publication of your promotions.
Your participation is highlighted in the News
You Can Use – United s internal publication for
the sales and marketing teams.
Color posters are available for retailers.
For more information contact Alana J. Mahdalik at 1-860-779-2800
55. Truckload Deal
National
Volume sales and marketing program for top
selling products encourages case stacking and
price point driven promotions at retail.
National, monthly program.
Limited to six non-competing food suppliers
(grocery, frozen and/or perishable) and four
non-competing non-food suppliers (general
merchandise, personal care and/or
supplements) each month.
Full color case-stack/end-cap signage and shelf
talkers are available to retailers to maximize
program impact and effectiveness.
Benefits include publication of your logo and
selling points on the cover of the Monthly
Specials Catalog, a full-page black & white
advertisement in the front of the catalog and
publication of your promotions.
Your participation is highlighted in the News
You Can Use – United s internal publication for
the sales and marketing teams.
For more information contact Alana J. Mahdalik at 1-860-779-2800
56. Consumer Marketing &
Advertising
Consumer Circular Program
Customized Marketing Program (CMP)
Healthy Clippings Program
Celebration Programs
Truck Advertising Program
Buying Club Advertising Program
Grocery Bag Advertising Program
57. Consumer Circulars
Eastern Region
The United Natural Foods® Consumer Circular
Programs – the Natural Connection and Healthy
Advantage – drive sales for Suppliers and
Retailers, providing significant lift and visibility
to
consumers. Promote your items and educate
consumers through circular distribution in
hundreds of retail locations throughout United s
Eastern Region.
Regional, monthly program.
A proven track record of driving volume sales
through to consumers!
Exceptional market penetration with our
Independent Retailers – hundreds of
participating retailers and over 1 million copies
printed and distributed monthly!
Appealing new design features eye-catching
graphics and enhanced product visibility.
Customized with the retailer s store logo.
Produced monthly with seasonal themes,
products, articles and recipes.
For more information contact your United Natural Foods® Buyer
58. Customized Marketing Program
(CMP)
National
The CMP is an exciting web-based tool for
retailers. Drawing from a library of
product
images from participating suppliers,
retailers can customize the Natural
Connection circular and create handbills
and store signage to promote products
and educate consumers.
A low cost, pay-for-performance
opportunity for Suppliers!
A great way for Suppliers to partner with
leading independent natural product
retailers for effective consumer
promotions and new product launches!
Retailers work with your existing
promotions.
Participating Suppliers receive valuable
reports of advertising activity and list of
participating Retailers.
Ongoing, national program.
For more information contact Valarie Rozokat at 1-603-256-3000 x42409
59. Healthy Clippings® Coupon Book
National
Coupons for a Natural Way of Life!
Promote your items and build brand
recognition with consumer coupons. This
exciting addition to United Natural Foods®
Marketing Programs has proven to be very
successful for both suppliers and retailers,
providing them an opportunity to promote top
selling products by offering coupon-based
discounts to consumers.
National, thematic/seasonal program, 5 issues/
year – Winter (Jan-Mar); Spring (Mar-Apr);
Summer (Jun-Aug); Fall (Sept-Oct); Holiday
(Nov-Dec).
Each coupon booklet includes a maximum of
44 value-savings coupons.
Booklets also include product/brand education
and consumer information.
Published on 100% recycled paper!
Complimentary color posters and shelf talkers
are available to retailers for increased program
impact.
For more information contact Alana J. Mahdalik at 1-860-779-2800
60. Celebrations Program
National
The Supplement and Body Care
Celebration programs offer you an unique
opportunity to connect with and educate
consumers about your products.
Current Editions:
Supplement Celebration – January &
September Editions
Natural Body Care Celebration – May
Edition
The Celebration booklets focus on
consumer education in an attractive,
educational booklet.
The Celebrations are a unique
opportunity to provide in-depth
information to help consumers
understand, appreciate and adopt your
products.
Complimentary poster and shelf talkers
increase visibility and effectiveness at
retail.
Booklets customized with store logos
build loyal participation by Retailers.
For more information contact Alana J. Mahdalik at 1-860-779-2800
61. Truck Advertising Program
National
A billboard on wheels, a moving
advertisement that can t be missed in
target markets of your choosing.
According to the American Trucking
Association, the average truck-based
advertisement generates over 10 million
impressions per year.
Customize your campaign – select number of
trailers, target market by United distribution
center and time frame.
Graphics by 3M – large, bold design with
limited usage of copy are highly effective. The
United logo will be featured on a small portion
of the ad.
High quality color graphics, full coverage on
both sides of 48-foot trailers, top quality
application.
Made to be long lasting and great looking! 5
year limited warranty – graphics guaranteed
against color fading, peeling, chipping,
cracking, loss of adhesion or shrinkage.
For more information contact Alana J. Mahdalik at 1-860-779-2800
62. Buying Club Advertising Program
Eastern Region
Advertise directly to over 40,000 end
consumers as they shop the monthly
Buying Club Pricelist. Increase sales,
build your brand, educate consumers
and draw attention to your items
through this flexible and effective
program.
Monthly, Eastern Region.
Contains all items, listing monthly
specials as applicable.
Flexible program lets you mix and
match ad types.
Got a good story to tell? Contact us
to propose an article. Each month
we publish several articles about
our suppliers.
For more information contact Valarie Rozokat at 1-603-256-3000 x42409
63. Grocery Bag Advertising
Program
National
An effective and affordable way to
promote your brand and message to
natural product consumers – where they
shop! Promote your brand or advertise
your products on these grocery bags used
by independent retailers.
Annual program with national and
regional options.
Limited to 1 ad per product category per
bag – let it be yours!
Over 22,500,000 bags printed annually –
low cost per impression.
3 varieties of bags available – Grocery,
Vitamin and Product Bags. Each bag
has a limited number of Advertising
slots.
Annual contracts available – sign up and
lock in your ad for an entire year!
For more information contact Valarie Rozokat at 1-603-256-3000 x42409
64. Speed to Market Program
Retailers are waiting for your new products!
Through the Speed to Market program you can get your new products
placed in about 70 Eastern Region A & B accounts.
A accounts receive a free fill and B accounts get 50% off their first
case.
These accounts have signed agreements to place the product for 3
months.
To qualify a product must be slotted in all 6 Eastern Region DC s and
the ingredients must be clean.
Cost $750, plus an additional 30 day introductory discount.
Contact your Eastern Region Buyer for additional information.
65. Supplier In-Site
Supplier In-Site (SIS) is designed for UNFI suppliers as a web based
reporting tool, providing sku specific, store specific detail for UNFI s top
500 independent retailers (the Top 500 represent 60% of independent
channel sales).
Reports are highly actionable, specific to a supplier s territories and sales
reps.
