Whole Foods Market has selected 10 new challenger brands as part of its Emerging Accelerator Program, which aims to help businesses with a 12-week mentorship.
As part of the program, the selected participants may also qualify for a $25,000 equity investment from Whole Foods Market.
This marks the fifth year of the initiative, which is part of the organic grocery retailer’s ongoing commitment to developing the next generation of challenger brands.
The brands that were chosen were selected from over 2,000 applications and include 10 brands across the country.
Lisa Tosun, senior forager for emerging brands at Whole Foods Market said: “These ten brands represent the flavors and trends our customers are craving, like authentic flavors rooted in family heritage, ingredients they can trust, and a genuine connection to the people behind their food and beverages.
“From heritage pistachio recipes and single-origin Taiwanese soy sauce to functional mushroom sparkling water and Middle Eastern-inspired coffee lattes, this cohort is the future of food discovery, and we are thrilled to support their journey through Leap.”
Mindy Hauge, principal forager for emerging brands at Whole Foods Market said: “As an Emerging Brands Forager, I have the privilege of working alongside the entrepreneurs who are shaping the future of grocery.
“This year’s Early Growth cohort is an exceptional group of founders with bold ideas and products that truly stand out. I am excited to support them as they take this next step and work toward earning a place on Whole Foods Market shelves.”
After the program is finished, the brands’ products will be evaluated for a retail listing on Whole Foods Market shelves.
The program has served as a starting point for emerging businesses, with a total of 40 brands having participated in the scheme.
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