Nosh Live 2024 Replay: Growing In Whole Foods

Getting a foot in the door at Whole Foods Market stores can often be the first drop of fuel in a brand’s path to scale. The natural retailer’s executive leader of local and emerging brands, Casey Gaston, said that environmental sustainability, ethical sourcing and on-trend innovations have become increasingly important as buyers evaluate potential suppliers, adding that it looks for the “brands of tomorrow” that will push Whole Foods’ standards forward.

She explained that one of brands’ most common misconceptions about getting into Whole Foods is that it must play in the premium space and cater to premium-seeking consumers. Gaston emphasized that the retailer has invested heavily in its pricing so that consumers now view Whole Foods as offering both quality and value in its assortment.

“What we know is that price is the biggest barrier to entry for our customers,” said Gaston. “They love quality, they love coming to Whole Foods, but what they want to see is a really great quality product at our price that is approachable. They want to be able to get it into their basket. We have done a lot of work to invest in our pricing and can see our shopper perception scores change in a way that they see the value [we bring].”

The retailer brings that same level of focus and commitment to its supplier partners including collaborating on exclusive innovations; Gaston noted “if you are investing in us we can invest in you.” That level of involvement allows the retailer to help brands build beyond its doors, giving them a foundation to generate awareness in new channels, while also scaling Whole Foods’ core standards and values.

In this video, Gaston shares how brands can prepare strong pitches, properly calibrate growth ambitions, and forge the best path for success within Whole Foods Market.