Why Retailers Want a Distributor (Not You) — Inside UNFI Canada with President Stacey Kravitz

If you're a Canadian food or beverage brand wondering why retailers keep asking for a distributor, this episode is your answer. Phil and Kenny sit down with Stacey Kravitz, President of UNFI Canada, for one of the most important conversations we've had on the show. Stacey brings 20+ years at Kraft and Kraft Heinz — and nearly 10 years leading UNFI Canada through COVID, supply chain chaos, and a rapidly consolidating grocery landscape — to give brands a rare, unfiltered look at how distribution actually works in this country. Whether you're still selling out of your car, just hit your first retail listing, or you're scaling nationally — this episode will reshape how you think about distribution as a growth strategy, not just a middleman. 🎯 Key Takeaway: Retailers don't want more vendors. They want trusted distributor partners who can bring them curated, ready-to-sell innovation. If you don't have a distribution strategy, you're leaving listings on the table. Connect with UNFI Canada: unfi.com Follow This Commerce Life: thiscommercelife.com Mentioned in this episode: UNFI Canada's Up Next Incubator Program Canadian Grocery Sector Code of Conduct ItSo Coffee (brand shoutout from Stacey) Rob Mortenson — go-to-market strategy services If you're looking for online retail classes, we're building our first class already! contact us at [email protected]