Bananas, coffee, chocolate bars – these are likely the products that come to mind when thinking about Fairtrade. But what about frozen desserts? Or breakfast items?

UNFI’s growing assortment of certified products is showing that the whole grocery store is fair game for Fairtrade. With its private label brands Field Day, Wild Harvest and Woodstock, UNFI is meeting shoppers with the sustainability they expect, but in some unexpected places.

UNFI’s private brands offer Fairtrade-certified fruit spreads, chocolate chips, and a selection of teas. More recently, UNFI introduced Woodstock frozen fruit bars made with Fairtrade-certified sugar, adding responsible sourcing to the novelty desserts category.  

“We've selected some of those certifications, and in particular Fairtrade, as a new product attribute because it resonates really well with a lot of our retail customers and their shoppers,” said Adam Sinley, Senior Director of Private Label at UNFI. “As we continue to innovate, we are looking to drive attention and excitement on new items, and there’s opportunity for us to expand Fairtrade into additional categories where it can support differentiation and build shopper trust.” 

This creative expansion is driven, in part, by a commitment to certifying Fairtrade ingredients, whether a product contains one or many. Sugar is an example of this, often hidden from the shopper’s view, but found in a wide variety of items across the store. Sugar production is an industry grappling with environmental and human rights challenges, and Fairtrade is working actively with sugar farmers to protect the people and ecosystems that bring us this important ingredient. By investing in sustainable sourcing and labeling products that use Fairtrade certified sugar, UNFI’s private brand team is contributing to more resilient and ethical supply chains.

As Adam and Tim Holtgrewe, Culinary Scientist/Product Development Manager, see it, many shoppers are looking for product attributes, across the store, that align with their own lifestyles and priorities. This is particularly true among younger consumers, who are more aware that their purchasing decisions reflect the kind of impact they want to have on the world. Consumer research conducted by UNFI’s Insight’s Team in January 2026 indicates that 37% of all shoppers tested indicated they were open to switching brands to a more sustainable option even if it was more expensive.

“I’m a father of three young adult women and I see their shopping habits firsthand,” Tim said. “They’re willing to spend more on something they know is ethically-sourced and sustainable, whether it be a bag of coffee or chocolate because they not only feel better, but value the care behind how these products are made.”

Bringing Fairtrade into center store categories in new and creative ways goes beyond responding to shopper demand and future-proofing the business. It also supports one of UNFI’s four impact pillars: building resilient supply chains that protect natural resources and support farmers as they address and adapt to a changing climate, helping to ensure product reliability from farm to shelf.

“When we think about creating compelling value, our expansion of Fairtrade ingredients supports our brand and overall UNFI business strategy,” Adam said. “It's not just a good idea or a trendy idea. It goes back to the roots of who we are as a company and collective call to action of Better Food. Better Future.”

Interested in finding innovative ways to add Fairtrade to your private label portfolio? We’re here to help.