Whole Foods Updates Forager and Local Brand Designations

Whole Foods Market has modified the definition of its Forager, Local and Global brand designations, bringing increased clarity between the former two emerging brand-focused programs.

The move follows a slate of organizational structure updates from the Amazon-owned natural retailer, which redrew its regional map in April.

To now qualify as a Forager brand, a supplier must sell its products in about 50 stores or less. During a supplier summit presentation earlier this month, Lee Robinson, VP of Merchandising for Grocery, Refrigerated and Frozen, explained that local Forager teams will also complete an assessment of the brand prior to the final decision.

Forager brands benefit from reduced fees and waived expenses on retail costs like free fills and promotional spend. Brands continuing in the Forager program will receive a notice from Whole Foods by the end of the year and the local forager will remain the supplier’s primary point of contact.

Whole Foods will not accept requests for a brand to be designated as a Forager brand. Any brand that is sold in more than 50 stores will now be deemed a Global brand and the cost of maintaining their spot on shelf will follow Whole Foods’ standard fee structure.

Brands tagged as Local have also been given updated guidance: the definition now covers companies growing, raising or manufacturing their products within the state the product is being sold, or within 275 miles from the store. The company’s headquarters will also have to meet those requirements.

“We are committed to working with you on your growth path and will provide the right support along the way,” Robinson said.

Local brands will now automatically join the Forager program. Previously, brands selling in three Whole Foods regions or less could be considered a Forager brand while suppliers selling in more than four regions were considered Global brands.

By evolving the definition of a local brand, Whole Foods is also hoping to shift the focus from suppliers to products. According to Robinson, these changes were made in response to feedback garnered by its recent supplier Sentiment Survey.

“We’re also evolving our Local marketing to enhance the immersive local experience for our customers,” Robinson said. “We are reimagining how Local shows up through signage and other marketing efforts to connect customers to Local products available in new and more impactful ways.”