How to Sell Your Product Into Whole Foods
Learn the essential steps to successfully get your product into Whole Foods. Discover practical tips and strategies. Read more!
Getting into Whole Foods Market can be a big milestone for any consumer packaged goods (CPG) brand. Whether you’re selling organic foods, prepared foods, or body care products, Whole Foods is one of the most respected grocery stores in the U.S., known for its high quality products, strict foods quality standards, and loyal customer base.
If you're wondering how to get your product into Whole Foods, this guide will break it down. We’ll cover what Whole Foods buyers are looking for, how the foods market operates, and what steps you need to take to be shelf-ready.
Why is Whole Foods great for emerging brands
Whole Foods is a retailer with a mission: to sell high quality products that support health, sustainability, and community. That mission extends into how Whole Foods stores are stocked.
For small and mid-sized brands, Whole Foods offers:
Exposure in a retail store with discerning shoppers
A focus on local products and unique products
Programs like the Local and Emerging Accelerator Program (LEAP)
Opportunities to start at a regional level and expand
If your food products meet Whole Foods quality standards and you're prepared to scale, this is a good fit.
Understand Whole Foods Quality Standards
Before you do anything else, study the foods quality standards. Whole Foods bans over 230 ingredients in the food products they stock. That includes hydrogenated fats, artificial sweeteners, and preservatives.
To qualify for the Whole Foods Market store shelves:
Use clean, traceable ingredients
Get certified: Organic, Non-GMO, Fair Trade, etc.
Avoid banned substances (check the store website for a full list)
Ensure compliance with store-level labeling and food safety requirements
If you're selling to other departments like Whole Body, meat, or dairy, expect even more scrutiny. The meat department in particular focuses on animal welfare certifications and sustainability.
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Start Local: Connect with Foragers and Store Managers
Whole Foods operates with a strong local-first strategy. Each region has a forager, a buyer dedicated to scouting local products. These foragers can be your biggest allies.
Here’s how to connect:
Visit local Whole Foods and introduce yourself to the store manager
Ask about interest in local products in your category (like prepared foods or cheese)
Attend trade shows and events where foragers scout for other brands like Expo West or Fancy Food Show
Reach out via email with a one-pager that includes your story, certifications, and cost
Confirm You're Operationally Prepared
Nothing undermines retail success like slipping on foundational execution. Confirm you can deliver:
Punctually, in full cases or pallets.
In consistent, retail‑compliant packaging (e.g. barcodes, lot codes, nutritional labels).
At scale, Whole Foods can place large, regional orders.
With the right systems and partners to track inventory, generate invoices and fulfill orders
Prepare Required Certifications & Documentation
Whole Foods puts a high bar on quality, particularly when it comes to food safety and transparency.
Required materials typically include:
Ingredient list, nutrition panel, allergen statements, storage instructions.
Organic or Non‑GMO certification if applicable.
Food-safety audits—particularly GFSI, SQF or similar validation in meat or prepared foods categories.
Case-pack breakdown, pallet configuration, barcodes.
For body care or wellness items, make sure your ingredients comply with whole foods standards.
Make sure documents are clean, compliant, and professional. Missing or malformed paperwork will clutter your submission.
Mind Their Category Review Timing
Whole Foods runs category-level review cycles—just like Sprouts. Whole Foods publishes deadlines online or shares them via vendor communication.
To optimize timing:
Research whether your category is considered grocery, prepared, meat, or body care.
Fill out their New Item Presentation or digital intake forms carefully.
Hit the review window—late submissions often wait until the next cycle.
Choosing the wrong cycle, or submitting out-of-window, is a common way to get overlooked.
Pro tip: Reach out 3–4 months before your category’s review period. Build a relationship early!
Show Market Demand and Differentiation
Retail buyers want proof that your product will sell. That means more than just believing in your product. You need data and clear understanding of your target audience.
What is your space? Who are your competitors? Are you adding sales and bringing in new customers to their stores (complementary) or switch current customers in the set from one item to another (replacement)?
Examples of what helps:
Online sales volume and growth rate
Positive reviews on your website or Amazon
Velocity data from other stores
Customer feedback or testimonials
Even if you’ve only sold through local retailers or online marketplaces, bring that data. Sprouts needs to know their shelf space will be used well.
Create a Distinctive Sell Sheet
Your sell sheet should feel like your product at glance — clean, informative and aligned.
Include:
Product name, high-res image, and brief benefit-led headline.
Category (e.g. prepared foods, cheese, body care), MSRP, case pack.
Certifications and compliance badges (organic, fair trade, etc.).
Short bullet list of differentiators: local, sustainable, low sugar, etc.
Contact info and ordering details.
Make it one page, tightly written, easy to skim. Buyers receive dozens a day; yours should stand out.
Keep it clean and factual. Highlight things like “No hydrogenated fats” or “Certified organic and non-GMO.”
Attach this to every email you send to category managers or buyers.
Use Local Programs and Partnerships
Whole Foods supports vendors through multiple initiatives:
Local Producer Loan Program: Offers low-interest loans to small suppliers
LEAP (Local and Emerging Accelerator Program): Provides mentorship and support
In-store features for local products
These programs can help you scale faster and build relationships with store-level teams.
Make It Easy to Order
Whole Foods doesn’t want to chase you down for details. If you don’t use a portal like EDI, Whole Foods allows email POs. Be responsive. Outline your lead time, minimum order quantity and payment terms.
Use an invoice template that includes all key info. Automate what you can. This is where hands-off software tools can help you save time and reduce mistakes.
Build Relationships Post-Launch: Plan for the Long Game
Getting into Whole Foods or onto any retail shelf is just the start of your journey. After launch, maintain regular contact with your regional forager and store managers. Many brands report higher retention rates when they:
Offer in-store sampling events
Provide updated point-of-sale (POS) materials
Request feedback on customer response
Adjust facings or pricing based on demand
Whole Foods often hosts Vendor Days or regional supplier meetings—attend these to strengthen connections and discuss expansion opportunities.
Final Thoughts: How to Get Your Product Into Whole Foods
Whole Foods Market is one of the most trusted grocery stores in the country, but it takes preparation and persistence to get in. Focus on the essentials:
Know your category managers and submission windows
Meet Whole Foods quality standards for your food products
Prove demand and highlight what makes your product unique
Use data, not hype
Start local, build relationships, and scale smart
If you want to get your product on Whole Foods shelves, treat it like a long-term relationship, not a quick sale. Buyers are looking for brands that understand cost, operations, and customer expectations. Do the work up front, and you’ll be in a strong position to grow.
Frequently Asked Questions
1. How do I get my product into Whole Foods Market?
To get into Whole Foods, start by aligning your product with their quality standards and brand values. Use clean, traceable ingredients, secure certifications like USDA Organic or Non-GMO, and avoid banned substances. Connect with local foragers or store managers, especially if you're an emerging brand. Submit a polished sell sheet and be ready for category reviews, which happen on a schedule.
2. What certifications do I need to sell at Whole Foods?
Whole Foods requires food brands to follow strict quality standards. Key certifications include USDA Organic, Non-GMO Project Verified, Fair Trade, and food safety audits like GFSI or SQF. You also need clear ingredient lists, nutrition panels, allergen disclosures, and compliant packaging.
3. Does Whole Foods support local or small brands?
Yes, Whole Foods actively supports local and emerging brands through programs like LEAP (Local and Emerging Accelerator Program) and the Local Producer Loan Program. They also have regional foragers who scout local products for individual store sets.
4. What should I include in a Whole Foods sell sheet?
A Whole Foods sell sheet should include a product name, high-res image, MSRP, case pack size, key certifications (e.g., organic, fair trade), and short bullet points that highlight your differentiators. Keep it to one page and make it easy to skim.
5. When is the best time to submit a product to Whole Foods?
Whole Foods uses category review cycles to evaluate new products. These vary by department like grocery, prepared foods, body care, etc. Reach out to a buyer or forager 3–4 months before your category’s review window to build relationships. Submitting out-of-cycle can delay your chances of getting in.
