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The Startup CPG Podcast

#164- UNFI UpNext Program: Aaron May

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 8 October 2024

⏱️ 54 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of Startup CPG Podcast, Daniel Scharff sits down with Aaron May, the manager of UNFI's UpNext program, UNFI's major program that helps helps emerging and diverse brands thrive in the retail space. Aaron shares insights into how UpNext supports small brands by offering guidance, networking opportunities, and access to UNFI's trade shows, all while helping them navigate the challenges of distribution. They discuss key strategies for building strong relationships with UNFI account managers, unlocking regional distribution centers, and scaling through partnerships with major retailers.


Aaron also covers practical advice for brands looking to succeed in retail, from managing promotion funding to understanding the nuances of the retail process. Throughout the conversation, they provide actionable tips on managing fees, running promotions, and maximizing trade show opportunities, while stressing the value of positive human interactions in business.


Learn how to leverage the UpNext program for success, and don’t miss Aaron's valuable advice for emerging brands. Tune in now!


Retail Sales Tracker:


Listen in as they share about:

  • UNFI's Evolution
  • UNFI UpNext Program
  • Experience with Up Next and Trade Show
  • Role of Account Managers
  • Finding the Right Contacts
  • Application Process for “Up Next”
  • Funding and Growth
  • Stage of the Company
  • Advice for Launching a CPG Product
  • Criteria for Working with Brands
  • Managing Deductions and Fees
  • ROI from Programming and Trade Shows
  • Resources and Support

Episode Links:

 UNFI UpNext Website

Aaron May LinkedIn


Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.



Show Links:

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Transcript

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0:00.0

Is your CPG business taking off?

0:03.0

You can easily check off the EDI-capable box as you break into retail.

0:08.0

SPS Commerce is your gateway to retail growth.

0:11.0

With over 1 million existing trading connections and counting,

0:15.0

you get instant access to the largest network of up-to-date, mapped EDI connections to retailers, distributors, 3PLs, brokers, and

0:23.8

other supply chain partners without doing any of the heavy lifting yourself. With over 20 years of

0:29.5

experience, SPS Commerce is the partner you can trust to get you up and running quickly and be

0:35.1

there to scale with you as you grow. Plus, their team of experts is available 24-7 for support,

0:41.2

ensuring you have everything you need.

0:43.7

Visit SPScommerce.com today to book a demo or learn more.

0:48.0

Thank you. The Up Next program is for emerging brands,

1:06.1

and suppliers and partners invested in sustainability,

1:09.3

things that are really important to us as an

1:11.3

organization and having a person in UNFI that they can bounce things off of whether they're

1:16.9

working with us today or they will be in a year. Oh, hey there. Are you up next? I hope so because

1:23.8

today's episode is Aaron May, who manages the Up Next program for UNFI. That's the big

1:28.9

distributor to over 30,000 locations, including that famously tight relationship with Whole Foods.

1:35.6

Up Next is a program designed to empower and educate emerging brands, diverse suppliers, and

1:40.4

partners invested in sustainability. And in my last job as CEO of a beverage brand,

1:45.0

I had the chance to be part of the Up Next program,

1:47.0

and it was amazing.

1:49.0

Listen in to learn all about Aaron's 15-year career at UNFI,

...

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