Associate Category Manager Bekah Kropp interviewed key contributors to INFRA’s Fresh programs, including Category Manager Jared Peterson, Fresh Retail Consultant Matt Olson, and Growth Manager Andy Huth. The team provided in-depth insights into their roles within INFRA’s Fresh programs, the growth of the fresh category over the years, and what to expect for the future of fresh at INFRA.
Recap of Interview
Can you describe your roles in fresh programs at INFRA?
Jared: As a Category Manager, I work with brands that specialize in fresh products, primarily in meat, cheese, fluid dairy, and yogurt — essentially the perimeter departments of a store.
I'm also getting more involved in produce, though I have less experience in that area. Matt has done a great job of bringing me up to speed.
Day-to-day, I hold brand meetings, conduct yearly planning, and discuss promotional and Fill Offer opportunities. I also work on getting brands to partner with INFRA.
Matt: I’ve been managing produce promotions for a few years now. My role focuses on long-term produce and fresh program planning, such as expanding partnerships and developing a bigger vision for fresh at INFRA, all while supporting Jared in produce promotions.
Jared: Another key part of my role is working with distributors we have established relationships with. I collaborate with them to identify brands that could be good additions to distribution centers (DCs) and to expand or develop fresh programs for the future.
Why is fresh so important for a store?
Matt: Perimeter departments are showing significant growth. Produce is often the entry point for customers, especially as more people focus on health and nutrition. Fresh foods not only enhance customer service but also support healthier eating habits.
Jared: While we partner with many high-quality brands in packaged and wellness products, fresh perimeter brands are whole food brands — single-ingredient foods that don’t require label reading or deciphering.
Fresh food is an everyday essential. We're seeing a shift back to whole foods, including dairy and meat, as people seek more natural options.
Andy: Fresh is also key for differentiation. Departments like bakery, produce, cheese, and meat are where natural food retailers can stand out from larger chains like Safeway or Cub Foods.
Another important aspect of fresh is its regional and local nature. This presents both opportunities and challenges for INFRA. Regional sourcing can be more complex, but the payoff is significant in terms of quality and uniqueness.
How do you see fresh programs growing in the next few years?
Jared: We've seen major growth in our brand partnerships over the past year, and I expect that to continue. We’re also expanding our distributor relationships, including with Four Seasons, Rainforest, and KeHE to bring more fresh offerings to INFRA members.
Matt: Produce promotions have been in place since 2019 and have evolved significantly. This year, we’ve made great progress. Whether it’s working with current partners or exploring new ones, the program is moving forward. I believe 2025 will be a banner year for fresh.
How can INFRA members access produce promotions? What can members expect to receive this month (February) in terms of produce items?
Matt: They can access them through Four Seasons in the Northeast and the three UNFI DCs, which are all up on the MOA weekly.
As far as specific offerings are concerned, it is whatever is in season at that time. We are currently in citrus season and as we get further into February, we will start seeing some early spring vegetables and potentially berries.
What services/resources do you provide INFRA members? Such as consulting, resets, research, etc.
Matt: We currently offer a retail consulting program, which provides a more formal and in-depth consultation where I can visit stores to assist with best practices, resets, and merchandising. In addition to that, I’m always available by phone or email for any merchandising questions members may have.
Looking ahead to 2025, we are developing a few webinars for members and planning conference sessions focused on fresh. My work with members varies in scope, ranging from quick, informal conversations to more in-depth, in-person support.
How many fresh brands are you currently working with in your category? Are there any new fresh brands or partnerships on the horizon that you're particularly excited about bringing to INFRA stores?
Jared: I would say that the number of fresh brands we started to work with over the past year was around 40.
Andy: Those are new brands too; that’s a lot! A CM rarely adds that many brands in a year, so that gives you some indication of how fast this program is growing.
Jared: We have developed some relationships with brands recently that I am excited to work with such as Sach Paneer which will be a March Fill Offer.
True Story is another brand we recently started working with. They have done a fill offer with us and will also be doing promotions. We continue to see some of our more established partners like Force of Nature and Charcutnuvo expand their product portfolio and dive into some new trending areas like Regenerative Organic Certification.
We have also started working with Savencia Cheese on some of their fresh brands like Supreme, Ile De France, and Rogue River Creamery.
Andy: We should mention that we are working with KeHe on a cheese program starting in DC16. This will be our first programmatic effort with KeHe on a fresh cheese program.
How can members learn about new brands?
Jared: I would recommend that stores continue to look for TPR promotions from fresh brands. We have several fresh brands that we are working with, but most are running paid TPR promotions instead of flyer ads. Be sure to look for that!
The Fill Offer program goes out every month with some new fresh brands as well. We have been doing product spotlights and brand articles in the purchasing newsletter that highlight fresh brands we are working with.
There is also the cheese program, which we will share more information soon!
What resources are available for members to enhance or create impactful produce and cheese displays in their stores? Are there any tools, guides, or support systems they can utilize?
Matt: There is a plethora of resources for produce on the MOA. They consist of a produce guide, a financial guide, various SOPS, and merchandising strategies. Plus, there are also a few on cheese and meat!
You can find resources on produce promotions HERE