# #164- UNFI UpNext Program: Aaron May

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-10-08
- Length: 50m
- Episode: 82
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-10-08-164-unfi-upnext-program-aaron-may
- Listen: https://share.transistor.fm/s/7d2347ef

## Summary

Aaron May, manager of UNFI's UpNext program, explains how the initiative supports emerging and diverse CPG brands by providing education, community, and access to distribution. He details the application criteria, the importance of demonstrating retail readiness and a growth mindset, and the specific metrics UNFI uses to evaluate brands. May also offers tactical advice on navigating UNFI's internal structure, managing trade show ROI, and handling deductions and fees effectively.

## Outline

1. Introduction: Aaron May and UNFI's Evolution
2. The UpNext Program: Mission and Benefits
3. Navigating Distribution Centers and Retail Access
4. Leveraging UNFI Trade Shows and Pitch Slams
5. Building Relationships with Account Managers
6. Application Process and Selection Criteria
7. Funding, Growth Mindset, and Company Stage
8. Managing Deductions, Fees, and ROI
9. Final Advice and Resources

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- UNFI (company)
- UpNext (product)
- Whole Foods (company)
- Wegmans (company)
- Fresh Market (company)
- Natural Co-op (company)
- Mohegan Sun (other)
- Jaju Pierogi (company)
- Pailanders Sisters Organics (company)
- Cultivate (company)
- Startup CPG (company)

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- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)
- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [Advice Line with Daymond John of FUBU](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-27-advice-line-with-daymond-john-of-fubu) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)

## Citing this page

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