Whole Foods Market is actively seeking mission-led brands to join their retailer lineup.
- The Supplier Pitching Event on November 7 aims to spotlight innovative brands.
- Applications opened on October 1 with notifications for successful brands by October 21.
- Whole Foods is particularly focused on local, emerging, and early-stage innovators.
- The event aligns with Whole Foods’ commitment to quality standards and innovation.
Whole Foods Market has announced a significant new initiative aimed at bringing fresh, innovative, and mission-driven brands to its store shelves. As part of this endeavour, they are hosting a ‘Supplier Pitching Event’ on November 7, designed to highlight the best new names in food, drink, body care, and lifestyle. This event seeks to provide a platform for brands that align with Whole Foods Market’s values of innovation and quality.
Applications for this event began on October 1, with successful applicants set to be notified starting the week of October 21. The selection process underscores the retailer’s preference for local and emerging brands, particularly those in the early stages of development. These brands must meet Whole Foods’ stringent quality standards and should be ready for a store launch by January 2024.
Jade Hoai, the director of purchasing and operations at Whole Foods Market UK, reiterated the company’s dedication to nurturing independent and up-and-coming startups. She emphasized the importance of offering unique products to customers, stating, “We are looking to meet with innovative and mission-driven brands for a dynamic meeting whereby they can take us through what makes their products stand out from the crowd.”
Whole Foods is seeking brands with distinct differences, especially those demonstrating innovation in diversity and inclusion, health, or sustainability. This focus is part of the retailer’s broader strategy to deliver a unique offering centred around these principles.
This initiative coincides with similar movements in the sector, such as Waitrose’s ‘BrandsNew’ programme, which also aims to support new FMCG brands. Such initiatives are becoming increasingly common among major retailers as they seek to diversify their offerings and attract a broader customer base.
Whole Foods Market’s targeted approach is set to enhance its product range by incorporating innovative, mission-led brands.
