Italian milling brand Caputo Flour is expanding its U.S. retail footprint with a new partnership that places its "00" Baking Flour and "00" Bread Flour across all 20 Woodman's Food Markets locations in Wisconsin and the greater Chicago area. Inventory began arriving August 21, with full chain-wide shelf presence expected by the end of September.
The Promotional Push
Starting October 6 through November 30, both Caputo SKUs will carry a promotional price of $3.99, down from Woodman's regular shelf price of $4.49. The deal will appear in Woodman's October and November promotional flyers — a placement that gives the brand meaningful visibility heading into the holiday baking season, when consumer demand for specialty baking ingredients typically peaks. For CPG suppliers eyeing grocery distribution, the flyer inclusion signals a level of retailer commitment that goes beyond simple shelf placement.
The rollout at Woodman's is managed by Everyday Value Partners, a sales, marketing, and merchandising firm that focuses exclusively on CPG brands at the Woodman's chain. That specialization gives Caputo a dedicated retail execution partner rather than a generalist broker, a distinction that can meaningfully affect in-store compliance and promotional follow-through.
Why Woodman's Matters
The choice of retail partner carries strategic weight. In dunnhumby's 9th Annual Retailer Preference Index, released in January 2026, Woodman's ranked No. 3 among U.S. grocery retailers — behind only H-E-B and Market Basket, and ahead of Costco and Trader Joe's. The index evaluates retailers on customer perception and financial performance, with value, pricing, and promotions as primary drivers. Landing in a top-three chain on that index gives Caputo exposure to a shopper base that is both price-conscious and highly loyal.
Woodman's 20 stores average approximately 230,000 square feet, giving the employee-owned, Janesville, Wisconsin-based retailer some of the largest footprints in regional grocery. That scale translates to substantial product visibility for a specialty import brand working to build mainstream recognition.
Product and Brand Context
The two SKUs entering Woodman's reflect distinct use cases. The "00" Baking Flour targets pastries, cakes, cookies, and tarts, while the "00" Bread Flour is engineered for high-volume artisanal loaves, focaccia, and ciabatta — a lineup that covers both the casual holiday baker and the more serious bread maker. Both are milled in Italy from selected wheat without bleaching agents or additives, positioning them within the broader consumer trend toward cleaner-label, ingredient-forward baking products.
The three-generation, Naples-rooted family business has built its reputation in professional foodservice — its flours appear in pizzerias and artisan bakeries worldwide — and the Woodman's deal continues a push to translate that professional credibility into retail velocity. For operators and food and beverage industry observers tracking the crossover between foodservice ingredient brands and consumer retail, Caputo's approach mirrors a pattern seen across specialty food categories: leverage professional-kitchen credentials to justify a premium retail price point.
With the holiday baking window approaching, distributors and grocery category managers watching the specialty flour segment will want to note how Caputo's flyer-backed promotional strategy performs across a top-ranked regional chain — the results could inform broader U.S. expansion decisions for the brand.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
