Private label portfolio builds on 2022 growth, expanding product assortment to support customer growth

Delivering on its commitment of freshness and value to customers, United Natural Foods, Inc. (NYSE: UNFI) (the “Company” or “UNFI”) today announced the expansion of its Wild Harvest private label organic produce line with more than 40 new offerings available nationwide. Since its 2022 launch, the Wild Harvest organic produce line has enjoyed significant growth as consumers have come to rely on the brand for their eating occasions.

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Wild Harvest’s distinct purple branding and a prominent USDA Organic Certified label helps both consumers and store associates distinguish which products are organic, while offering the trust of the Wild Harvest label. (Photo: Business Wire)

Wild Harvest’s expanded organic offerings consist of best-selling items such as bagged apples, russet and sweet potatoes, oranges, mangoes, limes, avocados, tomatoes, broccoli, cabbage, and iceberg and romaine lettuces. All new items will be launched with Wild Harvest’s distinct purple branding and a prominent USDA Organic Certified label. The bold color scheme and easily recognizable branding helps both consumers and store associates distinguish which products are organic, while offering the trust of the Wild Harvest label.

“Reaction to the Wild Harvest organic produce rollout has been exceptionally positive and an excellent case study for how offering the right selection of products can help our customers grow and thrive,” said Dorn Wenninger, senior vice president of produce at UNFI. “We are fanatical about freshness and continue to utilize both technology and a talented team to better serve our customers and their shoppers, delivering quality produce with the confidence that comes with the Wild Harvest label.”

As private-label offerings become more sought after by consumers, UNFI is leveraging its scale, supply chain, and data capabilities to help both its conventional and natural customers to compete favorably, delivering fresh Wild Harvest organic produce at a competitive price point. According to Nielsen, approximately 12 percent of all fresh produce sales in the United States is organic, and UNFI helps its customers meet or exceed that national average by curating a best-selling catalog of organic produce that shoppers recognize and trust. Wild Harvest works directly with growers and producers across North America, packing produce at the source to mitigate the cost premium associated with organics.

“The new Wild Harvest organic produce packaging features eye popping, bold colors and imagery that sets itself apart on the shelf versus national brands. But what really sets it apart is what’s inside, a great quality product that is good for you,” said David Siegel, CEO of America’s Food Basket.

To learn more about UNFI produce, visit: https://www.unfifresh.com/unfi-produce.

About UNFI

UNFI is North America's premier grocery wholesaler delivering the widest variety of fresh, branded, and owned brand products to more than 30,000 locations throughout North America, including natural product superstores, independent retailers, conventional supermarket chains, ecommerce providers, and food service customers. UNFI also provides a broad range of value-added services and segmented marketing expertise, including proprietary technology, data, market insights, and shelf management to help customers and suppliers build their businesses and brands. As the largest full-service grocery partner in North America, UNFI is committed to building a food system that is better for all and is uniquely positioned to deliver great food, more choices, and fresh thinking to customers. To learn more about how UNFI is Fueling the Future of Food, visit www.unfi.com.

About Wild Harvest

At Wild Harvest our food is easy to make and easy to love. To every home, Wild Harvest brings a tasty spread of snacks and meals full of all the wildly delicious flavors and vibrant colors of nature that meet our strict ingredient policy. We create delicious food, so you can get to snacking, feasting, and gathering together. Wild Harvest is a leading brand within the Brands+ division of UNFI, a $1B owned portfolio of 5,000+ products that drive value for consumers and customers alike. For more information, visit www.mywildharvest.com or @wildharvestbrand on Instagram.

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