Clorox powers distribution with clean data in UNFI Insights powered by Crisp

Clorox’s shelf presence is fortified by clean, reliable data. The teams at Crossmark rely on UNFI Insights powered by Crisp to keep every SKU and shipment in view.

174% Raley's growth

Real-time views

Assortment optimization

United Natural Foods, Inc. (UNFI) is a key distribution partner for The Clorox Company, whose portfolio spans household staples like Clorox®, Pine-Sol®, Glad®, Kingsford®, Burt’s Bees®, Hidden Valley®, and more. With products moving through national chains, regional banners, and independent stores, maintaining accurate, retailer-specific visibility is essential.

To keep accounts monitored at the SKU, store, and DC levels, Business Account Managers Alyssa Peterson and Brad Adkins leverage the UNFI Insights powered by Crisp platform daily. Fast, organized insights reveal real-time market performance, guide budget and assortment decisions, and ensure fully stocked shelves, strengthening retailer partnerships with a modern, data-driven approach that has replaced manual practices of the past and reinforced Clorox’s position as an innovative, multi-category CPG leader.

With a portfolio of brands spanning household staples like Clorox®, Pine-Sol®, Glad®, Kingsford®, Burt’s Bees®, and Hidden Valley®, maintaining accurate, retailer-specific visibility is essential.

A modern reporting foundation for the Clorox business

The Clorox Company is one of the early adopters of Crisp’s UNFI reporting solution, recognized across the retail industry for its ability to provide clear visibility into distribution centers and stores, along with the daily analytics teams need most. Over the last four years, the Crossmark team, responsible for providing sales and marketing services for Clorox, has built an operational rhythm around the platform, using it as their primary source of data-driven business insights, preferred over internal tools and syndicated market reports.

Account Managers overseeing categories and retailer relationships – like Peterson (cleaning, laundry, pet) and Adkins (food, kitchen) – depend on UNFI Insights for quick answers, performance validation, and strategic guidance in preparation for business reviews.

“With syndicated data, we only get regional or market-level views, and it’s often delayed and extrapolated. Crisp provides retailer-specific data in real time,” Alyssa Peterson shared. 

“With syndicated data, we only get regional or market-level views, and it’s often delayed and extrapolated. Crisp provides retailer-specific data in real time.”

^{Alyssa Peterson, Account Manager, The Clorox Company}

Clean data, spotless execution

UNFI Insights powered by Crisp has transformed daily decision-making for Clorox, becoming the preferred tool by the sales team for its simplicity and reliability that helps them move confidently.

“Any business question that comes up, we start in Crisp,” Brad Adkins highlighted. “It’s easy, it’s clean, it’s timely. I use it every day.”

Daily work inside UNFI Insights yields clarity and better decisions across the Clorox portfolio, leading to retail wins including 174% year-over-year growth at Raley’s:

• Sales and distribution tracking – Alyssa lives in UNFI Insight’s year-over-year reports to monitor sales momentum, track distribution changes, and flag gaps that may lead to out-of-stocks – a primary focus for the team, ensuring their staple products are consistently available.

• DC- and store-level validation – The team verifies distribution wins at the DC level, and checks store penetration to ensure product is moving where it should be.

• Business reviews and strategic budgeting – Retailer business reviews start in UNFI Insights: Total Clorox performance, top sellers by brand, and clear visibility into which retailers warrant deeper promotional support. As category leaders, the aim is to focus investment where it will drive the most impact.

• Assortment optimization – UNFI Insights helps identify distribution gaps and new item opportunities.
  
  “UNFI Insights enables us to drill into specific retailers and business units, so we can clearly see what products perform best, what’s missing, and what to sell,” Peterson said.

• Promotional ROI evaluation – The team uses UNFI Insights to track lift during key promotional periods in near real time and to pressure-test new opportunities before committing spend. When retailers propose promotion programs, Adkins and team can quickly reference historical data to determine whether the expected return justifies the investment.

“Any business question that comes up, we start in Crisp. It’s easy, it’s clean, it’s timely. I use it every day.”

^{Brad Adkins, Account Manager, The Clorox Company}

Driving growth across everyday essentials

Throughout a year defined by tariff pressures, economic headwinds, and intense competition, Clorox has seen powerful sales momentum and steady category gains in cleaners, charcoal, kitchen goods, and more. With daily visibility in UNFI Insights powered by Crisp, the team saves hours once spent on manual report pulls and can walk into retailer meetings and internal reviews with clear, confident recommendations. A data-driven approach supports the company’s focus on keeping shelves stocked with the quintessential innovations that have defined their success for more than a century.

A data-driven approach supports the company’s focus on keeping shelves stocked with the quintessential innovations that have defined their success for more than a century.

The new era of distribution intelligence

The UNFI Insights powered by Crisp platform has seen tremendous adoption, especially with the addition of the UNFI Insights Fresh platform for produce, meat, dairy, and other fresh goods suppliers. These tools help Fortune 500 CPGs like The Clorox Company, and other brands such as Nature’s Bakery, Carbone, Nestlé USA, and Chosen Foods accelerate growth while reducing waste in their distribution supply chain. 

“With UNFI Insights and Crisp, suppliers gain daily item‑ and store‑level visibility across our network,” said John Raiche, EVP, Natural, Organic & Specialty Merchandising and UNFI Supplier Services Officer. “UNFI Insights gives teams clearer, more timely data to help them protect distribution and identify new opportunities for growth.”

Where there was previously a need for structured intelligence to make retail decisions with confidence, UNFI Insights powered by Crisp delivers a daily source of truth to fuel supplier and retailer excellence. 

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