United Natural Foods Inc. (UNFI) brought together more than 1,400 grocery retail representatives and 715 suppliers at its 2026 Holiday and Winter Selling Show at Mohegan Sun, featuring innovative products across natural, organic, fresh, specialty and conventional grocery categories, including almost 70 new-to-market brands.
“This show reflects our continued focus on strengthening capabilities to help our retail customers differentiate and compete, while also supporting suppliers as they grow their brands in diverse retail environments,” said UNFI CEO Sandy Douglas.
“We were honored to recognize some of the fastest growing, most innovative brands through UNFI’s third annual Supplier Circle of Excellence Awards. We continue to build on our broad, high-quality assortment and bring our customers more opportunities to stand out and grow profitably in a dynamic marketplace.”
Top Trends for Holiday and Winter Selling
UNFI experts shared industry trends to support retailers’ holiday growth strategies. Key trends include:
-
Private label brands are reshaping holiday entertaining: Shoppers are increasingly looking to private brands for unique, holiday entertaining solutions that feel premium yet accessible. New products unveiled at the show included Essential Everyday Dark Chocolate Peppermint Bark Bites and Woodstock Slightly Dipped Dark Chocolate Almonds, offering affordable, premium options for holiday entertaining. Essential Everyday high-protein, frozen breakfast sandwiches also support convenient, quality solutions for holiday mornings and weekend brunches.
-
Fresh becomes a standout source of culinary inspiration: Fresh produce is evolving beyond a staple purchase as shoppers seek options that combine health, flavor, and discovery. Seasonal and specialty varieties like red kiwis and broccolini are attracting younger consumers. Specialty produce offerings highlighted at the show included tropical fruits such as cherimoya and dragon fruit from Melissa’s Produce, along with Naturipe’s Mighty Blues blueberries, offering shoppers unique ways to elevate fruit platters, seasonal recipes, and festive gatherings.
-
Functional wellness finds new occasions: Shoppers are paying closer attention to ingredients, functional benefits, and trusted certifications when selecting natural and organic products. That focus is carrying into the holiday season, as shoppers look for options that balance indulgence with better-for-you attributes. Products featured included Recess, a functional nonalcoholic beverage suited for festive gatherings, and FOND Regenerative bone broth, offering a nourishing way to support wellness during the busy holiday season.
“For us, success during the holiday season comes from anticipating shopper needs and delivering relevant solutions throughout the store,” said Jeremy Laurange, director of retail operations and enterprise development at Hawthorne Valley. “UNFI’s data-driven insights and innovative assortment help us find opportunities to grow our business by offering shoppers strong value, convenience, and quality.”
Supplier Circle of Excellence Awards
UNFI honored 19 supplier partners during its third annual Supplier Circle of Excellence Awards, recognizing excellence in product innovation, category leadership and community impact. Brands that received the evening’s highest honors included Lumen, Better Sour, Organic Valley and Frontier Co-op.
“We have spent nearly five decades working to advance the natural products industry through responsibly sourced products and a commitment to growers and communities around the world,” said Tony Bedard, CEO of Frontier Co-op, while accepting the UNFI Legacy Supplier Award from UNFI co-founder and board member Michael Funk. “UNFI has supported our growth every step of the way, and we’re honored to receive this recognition from a fellow industry leader in the natural food movement.”