UNFI Launch & Wholesale Growth Consulting
Most indie food brands aren't ready when they think they are. I help $300K–$3M food brands build the operational foundation that regional grocery distribution actually requires.
Proven Results
The Real Problem
By the time you're in the room with a UNFI regional buyer, the decision has already been made — by your production capacity, your cost structure, and your ability to fulfill a PO without breaking your business.
I spearheaded the UNFI Southwest launch at Lick Honest Ice Creams from the inside — managing product development, production readiness, packaging compliance, and wholesale infrastructure simultaneously.
That's what I bring to every engagement. Not theory. Proof of execution.
Your facility isn't built for the volume jump wholesale requires. Margins collapse before the first reorder.
Distributor fees, retailer margins, and slotting costs eat brands alive that haven't modeled for them.
UNFI's labeling requirements are specific. Most brands find out the hard way — after printing 10,000 units.
Reorders, logistics, and account relationships at scale require systems that don't exist yet. They need to be built before you pitch.
How It Works
Phase 01
A full assessment of production capacity, packaging compliance, cost structure, and brand positioning relative to UNFI requirements. Delivered as a written audit with prioritized action items and a clear readiness timeline.
Phase 02
Packaging and labeling compliance. Sell sheet and broker pitch materials. Production and fulfillment readiness. Buyer relationship strategy. Pricing, margin analysis, and distributor deal terms review.
Phase 03
Hands-on support through UNFI onboarding. First PO fulfillment coordination and logistics oversight. Post-launch wholesale account management setup and KPI framework.
Start with the Audit. At $1,500 flat, it's the lowest-risk way to know exactly where your brand stands relative to UNFI's requirements. Most clients who complete the Audit proceed to Phase 02 — because once you see the gap, you want help closing it. There's no commitment beyond Phase 01 until you decide you're ready.
By the Numbers
"The UNFI launch wasn't a single moment — it was the result of 18 months of operational groundwork. Production capacity, cost visibility, team structure, and compliance readiness all have to be in place before a distributor relationship can succeed."Kendall Melton
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About Kendall
As Director of Culinary Operations at Lick Honest Ice Creams, I ran nine retail locations, 200+ wholesale accounts, a full production facility, and a national CPG initiative — simultaneously.
The UNFI Southwest launch I led wasn't a consulting project. It was my job. I built the systems, managed the relationships, and delivered the results. That's what Shelf Ready Co. brings to every engagement.
Get in Touch
Start with a Wholesale Readiness Audit — a $1,500 flat-fee assessment that tells you exactly where your brand stands and what needs to happen before you approach UNFI. No commitment beyond the audit until you decide you want to go further.