Discovering and featuring new and innovative products is at the core of what we do. Do you have a product you’d like to see on our shelves? Are you a small brand looking to jump-start your business? Learn more below.
Interested in becoming a supplier?
Register for the Supplier Portal opens in a new tab. After confirming your email, tell us about your business and products by completing our Potential Supplier Form. Already a supplier? Register for the Supplier Portal at the same link above.
Keep in mind, products sold at Whole Foods Market must meet our rigorous Quality Standards. Note that not all Whole Foods Market standards and policies are posted on this site.
Heads up: Due to the overwhelming volume of new product inquiries submitted to Whole Foods Market, we cannot guarantee you will receive a response. Providing complete and accurate information with your submission can help expedite the process.
Interested in applying for the Local and Emerging Accelerator Program (LEAP)?
If you’re a small brand or up-and-coming supplier looking to work with us, LEAP is for you. The initiative, which launched in 2022, advances Whole Foods Market’s core value of seeking win-win partnerships with local suppliers. With this program, we aim to grow local and emerging producers through education and mentorship.
Participants benefit from the mentorship of Whole Foods Market experts, tailored educational programs and the potential for direct financial support. Each participant’s products are also considered for placement on the shelves of Whole Foods Market stores in their home city or region at the conclusion of the six-month program.
Apply for LEAP
The application process for new LEAP cohorts is now open! Apply here opens in a new tab.
Applicant Selection Timeline:
March 7–April 19: Application Window Open
April 19–May 31: Application Review Period
June: Finalist Interviews
July: LEAP Cohorts Announced
Requirements for LEAP: Early Growth Participation
Selected cohort members’ products will be considered for placement on the shelves of their home metro’s Whole Foods Market stores. This means that their business and products will need to meet all Whole Foods Market requirements prior to gaining shelf placement, including but not limited to:
Aligning with our Quality Standards (more information available here opens in a new tab)
Meeting our food/product safety requirements (more information available here opens in a new tab)
Meeting Whole Foods Market business requirements (e.g., liability insurance, production in a certified commercial facility, and transparent sourcing practices, etc.)
Selected founders must be available to participate virtually in the weekly sessions for a period of 12 weeks starting in August 2024.
Please note:
LEAP: Early growth in exclusively for Grocery and Whole Body consumer product goods (CPG) brands not yet selling in Whole Foods Market.
We are unable to consider alcoholic beverage brands, fresh produce producers, or food service providers for the cohort.
Brands currently selling in Whole Foods Market are not eligible for LEAP: Early Growth.
Incomplete applications cannot be saved. Visit the application to see what questions will be asked if you’d like to prepare offline. You will receive a copy of your application via email after you complete it as a confirmation.
Due to the volume of applications we receive, we will not be able to provide individual feedback in response to your application.
Have questions? Email LEAP@wholefoods.com.
