How do I get my product in Whole Foods?

Larger specialty stores like Whole Foods Market require pre-approval from their corporate teams to get added to stores. This makes sense. They manage a lot more stores, with a lot more people and consumers. They need to follow systems to stay organized.

There are two routes to get into WFM. They both require approval from the WFM Mid-Atlantic (WFM-MAC) buying team.

1. Tasting through Union Kitchen
2. Local Supplier Endorsement

Tasting through Union Kitchen

The first option is participating in a tasting through Union Kitchen with the regional WFM team and receiving direct approval. These typically occur around a new WFM store opening.  Participation in a tasting is at the discretion of Union Kitchen.

Local Supplier Endorsement

The second is stopping into local stores and getting the store buyer to submit a Local Supplier Endorsement Form. The form essentially says that the store commits to bringing on the product if approved. The WFM-MAC team then reviews all the endorsement forms quarterly.

Once approved and in the regional system, any store in the Mid-Atlantic can pick up the product. This means it is pitching time!