UNFI expands its Wild Harvest private-label organic produce line

United Natural Foods, Inc. (UNFI) is expanding its Wild Harvest organic produce to include over 40 new items, the grocery wholesaler announced Thursday.

With its easy-to-spot purple branding, Wild Harvest has seen significant growth as shoppers are seeking out private-label offerings.

“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 VP of produce at UNFI, in a statement. “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.”

The new organic items added to the Wild Harvest better-for-you brand include bagged apples, russet and sweet potatoes, oranges, mangoes, limes, avocados, tomatoes, broccoli, cabbage, and iceberg and romaine lettuces.

With demand for private label operating at a continued high level, UNFI is leveraging its scale, supply chain and data capabilities to attract both conventional and natural customers. 

“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, a 19-store grocery chain.

Next month, UNFI will kick off the first of four selling shows in 2023 in Orlando. At the Feb. 7-8 show, UNFI’s New Product Showcase will feature over 30 suppliers offering 50 new products across the following grocery categories: frozen, chill, bakery and deli. The show will also have on display UNFI’s new branding and packaging, which features the “Our Harvest Promise” seal.

UNFI supplies fresh, branded and private-label products to more than 30,000 locations throughout North America, including independent retailers, supermarket chains, natural grocers, e-commerce companies and more.