As grocery retailers adapt to rapid changes in shopper behavior, supply chain dynamics, and workforce evolution, one truth is clear — the “fresh” experience has become central to the modern grocery store—but what’s behind that evolution? In a recent episode of What’s in Store, David Haaf, President and CEO of International Dairy Deli Bakery Association (IDDBA), sat down with Jody Barrick, Senior VP of Fresh for UNFI Distributors, to discuss how health, technology, and innovation are reshaping the future of fresh.
Health and Wellness as a Lifestyle, Not a Trend
According to Barrick, health and wellness have moved far beyond niche status. “It’s no longer a niche — it’s seriously becoming a lifestyle priority for shoppers,” she explained. “Their experiences within the four walls of the store are evolving and changing.”
Retailers and distributors are responding quickly to meet those expectations. “Consumers now have greater access to information than ever before, and more are moving toward healthier options,” Barrick noted. “That’s driving us to tighten cold chain logistics, improve forecasting for perishables, and build stronger partnerships with vendors.”
Even categories once considered specialized — like gluten-free or carb-free — have become mainstream. As Haaf observed, “People are eating gluten-free and carb-free because they just feel it’s better for them, regardless of whether they need to or not.”
Barrick agreed, adding that emerging health and wellness drivers, including GLP-1 medications, are “shaping the grocery industry and making us take a different look in every category.”
Technology as a Growth Multiplier
From the distribution center to the retail aisle, technology is transforming efficiency and elevating the shopper experience. “We’re driving operational excellence by enhancing service across the network,” Barrick said, pointing to how advanced robotics and automation are reshaping the supply chain.
The goal, she explained, is to leverage technology to scale smarter — enabling fresher, more innovative assortments to reach shelves faster and more reliably. On the consumer side, digital tools such as mobile apps, smart recommendations, and AI-driven insights are creating smoother, more personalized shopping experiences.
Investing in People and Leadership
Technology may transform how the industry operates, but people remain the foundation. “We know that the team is the most important part of any organization,” Barrick said. She emphasized the importance of “creating a culture where every associate feels connected — to the customer, the mission, and each other.”
That sense of purpose, she added, is reinforced through leadership development. “Leadership is key to building a team that can meet the demands of a changing marketplace. We’re focusing on coaching, communication, and leading through change.”
Haaf echoed that sentiment. “We saw a lot of turnover with veteran leadership during the pandemic,” he said. “That next generation coming in thinks and manages differently. Supporting and coaching them is critical.”
Prepared Foods: The Soul of the Store
When the discussion turned to prepared foods, both leaders agreed it’s now the heart of the fresh experience. “Prepared foods in deli and bakery have become the soul of the store,” Barrick said. “When shoppers look for a store, they’re looking for a great fresh offering that can differentiate. That’s what drives them in.”
She emphasized balancing innovation with execution: “Building strong vendor relationships and a flexible supply chain is key. We’re seeing a rise in global flavors, fusion concepts, and restaurant-quality offerings for home consumption.”
Haaf noted that pandemic-era shifts introduced new customers to these departments. “People got tired of cooking at home and started exploring the fresh prepared foods in deli,” he said. “That attention pushed us to accelerate innovation and rethink what those departments could offer.”
Looking Ahead: A Future Built on Connection and Community
When asked about her long-term vision, Barrick envisions “a smarter, more connected, and more sustainable grocery ecosystem — one that puts both customers and communities at the center.”
She pointed to a recent retail campaign that reimagined the in-store experience by “bringing back the joy of grocery shopping.” As Barrick recalled, “It’s about celebrating the small joys — making the experience more personal, joyful, and community-driven.” Even her teenage grandchildren, she noted with a smile, told her, “That looks fun. I’d like to shop there.”
The Takeaway
Across every topic — from health to technology to leadership — one theme emerged: connection. Retailers that blend operational innovation with genuine human engagement are best positioned to thrive. As Haaf concluded, “Shopper connection keeps coming up — not just telling them what’s in their food and where it comes from, but creating that personal connection. That’s what drives the future of our industry.”
Listen to IDDBA’s What’s In Store Podcast on Apple, Spotify, or YouTube.
More Insights from IDDBA
Grocery retailers, distributors, and suppliers can all benefit from membership in IDDBA. Visit iddba.org to access free resources and learn about year-round benefits for members, including the exclusive opportunity to attend IDDBA 2026–the association’s annual, industry-only show that connects buyers and suppliers of innovative products in Dairy, Deli, and Bakery.
