The Early Growth cohort is a 12-week educational program designed to prepare participants for potential placement on Whole Foods Market shelves in their local city or area. Upon completion of the curriculum, participants will have the opportunity to be considered for placement on Whole Foods Market shelves. Additionally, participants may also be 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.
In 2023, Whole Foods Market introduced the On the Verge program, a second LEAP cohort aimed at providing deeper opportunities and fostering growth for local emerging suppliers already on the grocer’s shelves. The 2025 On the Verge cohort has already been selected, with participants including Nufs, a better-for-you cracker producer. Evergreen, a producer of frozen waffles with added nutritional benefits, participated in the 2024 On the Verge cohort and successfully launched nationally at Whole Foods stores in January 2025.
Emily Groden, founder of Evergreen, shared her positive experience with the LEAP program, describing it as one of the most formative experiences of her Evergreen journey. She highly recommends the program to any brand interested in doing business with Whole Foods Market. The LEAP team is dedicated to designing a curriculum that provides maximum benefit to emerging brands, offering candid conversations with Whole Foods Market leadership, introductions to top service providers, and valuable tips and tricks from established suppliers. Participants in the program have found the insights gained during the sessions to be invaluable and applicable to their businesses long after graduation.
For more information about the program or to apply, interested individuals can visit the Whole Foods Market website. The program offers a unique opportunity for emerging brands to gain exposure and potentially secure placement on Whole Foods Market shelves, as well as access to valuable resources and networking opportunities within the industry. Participants in the program have the chance to learn from industry experts, engage with Whole Foods Market leadership, and receive support and guidance to help grow their businesses and reach a wider audience.
Overall, the Early Growth and On the Verge programs offer a valuable opportunity for emerging brands to elevate their presence in the market and gain access to the resources and support needed to succeed in the competitive retail landscape. By participating in these programs, brands can benefit from the expertise and guidance of industry leaders, make valuable connections within the industry, and position themselves for long-term success. The programs provide a platform for brands to showcase their products, gain exposure to a wider audience, and ultimately thrive in the marketplace.
