Grocery wholesaler United Natural Foods (UNFI) has launched a retail media network for independent and regional grocery retailers across the US.

The goal is for UNFI’s retail customers to connect more meaningfully with their consumers while simultaneously providing opportunities for UNFI suppliers to showcase their brands and build their brand equity.

Powered by retail technology provider Swiftly, the network will reach more than 30,000 retail customer locations and 11,000 brand partners of UNFI, helping them compete in an increasingly digital-first world.

The solution uses UNFI’s supplier offerings and Swiftly’s advanced technology platform, personalisation engine, closed-loop reporting and analytics capabilities.

UNFI CEO Sandy Douglas commented: “This solution enables UNFI’s retail customers and suppliers to better compete in today’s retail marketplace, with an increasingly digital focus.”

Swiftly CEO Henry Kim added: “Together, we are positioned to build one of the leading retail media networks in the US, one that is dedicated to ensuring the growth and success of today’s independent and regional grocers.”

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A recent survey of 4000 grocery executives who were asked for their opinions on retail media networks presented an optimistic prediction of an average 13% rise in revenue in 2024.

Outside of grocery retail, media networks are increasingly being established for other industry segments. Luxury e-commerce platform Saks has launched its own media network to help brands reach the Saks customer base with digital advertising.