#164- UNFI UpNext Program: Aaron May

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: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top) Join the Startup CPG Slack community (20K+ members and growing!) Follow @startupcpg Visit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] Episode music by Super Fantastics