Whole Foods Market has kicked off its annual hunt for new challenger brand suppliers, with the launch of its 2024 Pitching Event.
Taking place on 7 November at Amazon HQ in London, Whole Foods is targeting “early stage” health, beauty and grocery brands. Buyers will give special preference to brands that have yet to launch into major retail.
Applications for brands opened on 1 October via Whole Foods’ website. Brands will be notified by 24 October.
If invited to pitch, brands will attend a one-on-one meeting with Whole Foods buyers at Amazon’s London office where its HQ is based. They’ll need to give a 15-minute presentation.
Brands will need to adhere to the retailer’s strict product standard and ingredients guidelines. If selected, they will have to be ready to launch into stores in January 2025.
“At Whole Foods Market we are passionate about nurturing independent and up-and-coming startups in the industry and creating more access to retail for these inspiring, emerging brands,” said Whole Foods UK director of purchasing and operations Jade Hoai.
“This in turn helps us deliver against our promise to provide a unique offering to our customers centred around innovation and quality.
“We are looking to meet with innovative and mission-driven brands for a dynamic meeting whereby they can take us through exactly what makes their products stand out from the crowd. We’re seeking brands with a unique point of difference, particularly those that demonstrate innovation in diversity and inclusion, health, or sustainability.”
Whole Foods hosts yearly events for challenger suppliers to pitch innovative products to be stocked in its stores. Last year it worked with challenger brand consultancy and member organisation Bread & Jam, for the launch of the Whole Foods 100.
It follows a broader change to how the retailer interacts with new suppliers last year, when it introduced new supplier guidelines and a yearly submissions calendar for specific categories in September 2023.
Whole Foods currently operates five UK shops, all based in London, following the closure of its Fulham and Richmond stores as well as a Dartford DC in March 2024. The closures would enable the retailer to enhance its customer offer ahead of further proposed expansion, a spokesperson told The Grocer at the time.
New results published at Companies House this week showed the retailer’s losses narrowed from £26.3m to £23.2m for the year to 31 December 2023, after sales increased 1.6% to £93.1m.
No comments yet