Whole Foods LEAP program: questions answered
2-min read
Here’s what you need to know if you are thinking about applying for Whole Food’s LEAP program.
Why would you want to get into this program?
In order to be successful in retail you have to establish a relationship with a retailer. I can’t think of a better way than participating in their program to develop and elevate emerging brands.
What it is
It is for brands that don’t currently sell to Whole Foods but would like to, and qualify under their standards. LEAP stands for Local and Emerging Accelerator Program. Applications for the 2024 cohort are open now through April 19th. Here is the page on the Whole Foods site regarding eligibility and applying for the LEAP program. But don’t apply through the portal directly.
The best way to get into this program is to connect with the local forager in your area and apply through them:
1) If you don’t know who that is, walk into a store and find a team member that supervises or manages your category and ask.
2) While you are doing this, wear your brand merch and pass out samples to team members. Be perky but not obnoxious. Tell them what your product is and who it’s for, in un-pitch like mode. Don’t linger. They are busy.
3) Email your forager
a. Introduce yourself and your brand and let them know that you’d like help applying for LEAP
b. Include a sales sheet
c. Success to date (where you’ve been selling, how well it sells)
d. Ask for a meeting
What to expect
Since becoming part of Amazon, WFM has centralized buying. If selected, LEAP brands launch outside of the calendar within their local region. Your local team is critical in this decision.
They then help you through national category review. This is invaluable!
Your local team meets with national category merchant during first round of reviews for your category
They’ll give you valuable feedback
If you get national distribution, they’ll help you through:
o ingredient and quality standards review
o IX-One imaging & sizing
o Distribution set up
*Note: Promo requirements for both local and national are typically, 15% minimum 4-week promo discount quarterly, plus 10% scan back on top of that for Prime members.
What the program entails:
10 weeks of curriculum with WFM internal team and mentors
Opportunity for equity investment from WFM
One brand from each region forms a LEAP cohort of supportive peer relationships
The bottom line is retail is hard. Whole Foods is still the bastion of the natural channel, and you want to do everything you can to ensure success once there. Don’t underestimate the power of internal champions at Whole Foods, starting with your local forager and then your local team. Applying for the LEAP program, even if not selected, is one way to start building those relationships.
All my best,
Jennifer