BOSTON — Wholesale health and specialty food distributor United Natural Foods has named 360PR+ its PR agency of record.

UNFI, which is Whole Foods’ main supplier, awarded 360PR+ its business following a competitive review. There was no incumbent agency.

The agency’s remit includes b2b and b2c communications and marketing targeting the food and beverage, retail and grocery sectors, as well as executing thought-leadership campaigns that support recruitment marketing.

360PR+'s work is focused on supporting a variety of company initiatives including elevating UNFI as an employer of choice and raising awareness of UNFI’s portfolio of more than 5,000 products and 15 brands.

Today, UNFI is the largest publicly traded grocery distributor in the US, the agency said.

“360PR+’s strategic thinking and deep category experience is exactly the blend of expertise we were looking for in our PR partner,” said UNFI CMO Amanda Helming. “They came to the table already steeped in our industry and invested in the business and were clearly ready to hit the ground running.  In fact, they’ve already demonstrated that their strong relationships with media can drive impactful results for us.”