Delivering on its commitment of freshness and value to customers, United Natural Foods, Inc. (UNFI) 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.

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. 

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. Wild Harvest works directly with growers and producers across North America, packing produce at the source to mitigate the cost premium associated with organics.

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.