Issue #21: How brands are skipping the line to land on Whole Foods' shelves
Inside Whole Foods' CPG accelerator
Ask anyone who knows me: I’m a fast walker but a slow grocery shopper. I love to walk up and down the aisles, checking out what’s new on the shelves - it’s therapeutic. But for the past nine months, my CPG brand spotting has been limited…
Although this is totally in my control, when I moved to NYC, I became a Trader Joe’s regular thanks to its convenience and affordability. Don’t get me wrong, I love a TJ’s original and their creative dupes; however, I love exploring new brands even more. So, when a Whole Foods Daily Shop opened up on my block two weeks ago, I was first in line.
If you didn’t know, Whole Foods Daily Shops are smaller, neighborhood-focused stores designed for quick trips. Nonetheless, I still spent a solid hour in my 10,000 square-foot shop.
As I strolled, I discovered dozens of new brands ranging from pretzels and popcorn to energy drinks and bug spray. One thing they all have in common? They take a “healthy,” “better-for-you” approach to their product offering - a common theme for Whole Foods in general.
This got me thinking: Whole Foods doesn’t just take any brand. So how do all of these small, niche brands get on its shelves? The answer: the LEAP program.
Whole Foods launched the Local and Emerging Accelerator Program (LEAP) in 2022. Since then, two distinct tracks have evolved: Early Growth and On the Verge. Early Growth is for brands not yet sold in Whole Foods, while On the Verge supports existing local and emerging suppliers already in select Whole Foods stores.
Both programs aim to support and encourage emerging brands by providing them with the necessary tools to reach success via a dynamic platform for innovation. In turn, this enriches the shopping experience for customers who are passionate about taste and discovery — me 🙋♀️.
LEAP: Early Growth
10 founders are selected to join the Early Growth cohort each year. After completing the 12-week educational and mentorship program, participants are considered for placement on Whole Foods’ shelves. They’re also eligible for a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation, with proceeds benefiting the Whole Foods Market Foundation.
Stay tuned for this year’s Early Growth participants to be announced in August 2025.
🛒 Early Growth brands built in 2024:
LEAP: On the Verge
Compared to Early Growth, On the Verge supports brands currently carried in Whole Foods stores. After being added to LEAP in 2023, On the Verge targets brands that demonstrate serious growth potential, keep trends top of mind, and align with Whole Foods’ values. Similarly to the Early Growth track, On the Verge brands receive an educational and mentorship experience focused on helping them scale their operations, improve their products, and expand their market reach within Whole Foods.
This year’s On the Verge participants include homemade dumpling brand, Mimi Cheng’s, and premium cracker brand, NUFS — see the full list below.
🛒 On the Verge brands building in 2025:
🎓 From the graduates:
Sibeiho — crafts traditional Singaporean Sambal chili sauces from family recipes.
‘24 Early Growth Cohort
Going through LEAP is like having the ultimate cheerleading squad, full of seasoned professionals rooting for you and sharing their hard-earned wisdom. They’ve witnessed the highs and lows of this industry and know what it takes to succeed. Their guidance helps you navigate the entrepreneurial journey with greater confidence.
- Holly Ong, Co-Founder of Sibeiho
Evergreen — makes frozen waffles with added nutrition
‘24 On the Verge Cohort
The LEAP program has been one of the most formative experiences of my Evergreen journey… From candid conversations with Whole Foods Market leadership, to introductions to best-in-the-biz service providers, to tips and tricks from more established suppliers, I spent every session scribbling down invaluable insights that I've referenced time and time again since our graduation…My number one takeaway from the LEAP Program is that everyone at Whole Foods Market - no matter their department - is dedicated to helping emerging brands succeed.
- Emily Groden, Founder of Evergreen
That’s all for this week, see you next Sunday!
Have 3 more minutes?
Let’s Chat: