Whole Foods Market Unveils First Cohort for Local and Emerging Accelerator Program

Whole Foods Market this week announced the 10 brands, ranging from an Asian taffy and peanut candy supplier to a healthy, plant-based jerky maker, selected to participate in its new mentorship and education program for local suppliers, the Local and Emerging Accelerator Program (LEAP).

Launched this year, LEAP is aimed at expanding the number of locally produced products sold at Whole Foods Market. According to the retail chain, the initiative formalizes its commitment to helping emerging CPG brands across the U.S. find their footing and grow their business through education, industry expertise and mentorship.

In the past year, the Austin, Texas-based natural grocer has added 500 new local brands to its supplier roster and 6,500 new local items to shelves, the company stated. The Amazon-owned chain operates a loan program for small-scale and emerging brands across the U.S. and Canada which has provided 360 loans since launching in 2006, representing approximately $26 million in capital for its recipients. Past loan recipients include GoodPop, Nana Joes and Jenny’s Tofu & Phoenix Bean.

While most purchasing decisions are centralized under global buyers, Whole Foods plans to use LEAP to “significantly expand” its local offerings and introduce more emerging brands into WFM in their respective regional markets. The program will also reinvigorate WFM’s “forager” initiative, which includes a team of employees dedicated to identifying and working with emerging local brands.

The initiative includes a 12-week curriculum taught by WFM and other industry experts, a yearlong mentorship program with a WFM local forager, and access to growth-related supplier benefits, according to a press release. Upon completion of the program, including compliance with WFM’s quality standards for ingredients, the brands will be eligible to receive a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation, with proceeds to benefit the Whole Planet Foundation and The Whole Kids Foundation, among other charities. Brands will also have the opportunity to become Whole Foods Market suppliers and gain placement on the shelves of their home area’s stores.

“We are delighted to welcome 10 exceptional local producers to the first cohort of our Local and Emerging Accelerator Program. We look forward to sharing valuable insights into marketing best practices, strategy and channel development to help expand cohort members’ brands while preparing to introduce their products to Whole Foods Market shoppers,” said VP of local merchandising at Whole Foods Market, Will Betts, in the release.

According to a Whole Foods Market representative, the 10 participating brands were selected based on their products, their stories and their alignment with WFM’s mission and values. The cohort reflects an emphasis on global flavors and better-for-you ethnic dishes.

The 10 selected brands include:

• Buns Bakery, a Rhode Island-based bakery that offers artisanal crafted babka, challah and rugelach, was selected by the North Atlantic Region for its traditional and seasonal flavors.

• CHKP, a Brooklyn-based maker of plant-based yogurts, was selected by the Northeast Region based on its hero ingredient: chickpeas.

• Coyotas, a Mexican-American tortilla company based in San Diego, was chosen by the Southern Pacific Region based on the brand’s commitment to dignifying its grain-free tortillas and the artisans who make them.

• Selected by the Southwest Region, Oklahoma City-based Good Girl Chocolate produces a line of gluten and soy-free bean-to-bar chocolate sweetened with coconut sugar.

• Numa, a producer of taffy and peanut candies inspired by traditional Asian recipes, was selected by the Mid-Atlantic region in part for the value of family and heritage that it stands for (Numa means mother and daughter in Chinese).

• Chosen by The Rocky Mountain Region, Onana Foods produces a line of tortillas crafted with limited ingredients such as plantains, baking powder and sea salt.

• Pizzazza, a Washington-based frozen pizza brand, started out as a pizzeria with a focus on local ingredients with a majority of the company’s total food spend being with local growers and producers. The brand’s commitment to nourish its community through locally sourced food resonated with the Pacific Northwest Region.

• Tangles & Beyond started as a hobby for co-founders Ashley and Julian Bates before it developed into a full-time business. The brand’s product line, which ranges from whipped shampoos formulated with rose kaolin clay to conditioners infused with sea buckthorn, caught the attention of the Southeast Region.

• The Midwest Region selected THEO’s Plant Based because of its beet jerky that supports farmers who prioritize soil health and emphasizes the importance of farm-to-table in the plant-based jerky category.

• Vamigas, a skincare brand made from Latin American botanicas, was selected by the Northern California Region based on the brand’s mission to reclaim cultural identities of Latin American ingredients, including rose mosqueta, and educate consumers about ancestral beauty rituals.

The emphasis on sourcing local products comes after Whole Foods has recalibrated its buying process, moving more purchasing decisions to global buyers versus regional category managers, while still maintaining its industry reputation as an incubation channel for emerging brands. Meanwhile, as channel lines have become blurred, conventional and mass retailers such as Kroger and Walmart have devoted significant energy towards bringing in more local and smaller brands.

“Whole Foods Market has long been committed to small, local and emerging producers, and the Local and Emerging Accelerator Program enhances our ability to strengthen our relationships with local brands and elevate our product selection for communities across the country,” said Betts.