A Launchpad for Local Innovators: Announcing the 10 Brands Selected for Whole Foods 2024 LEAP Early Growth Cohort

Whole Foods Market announced today the ten brands chosen for its third Local & Emerging Accelerator Program (LEAP) Early Growth cohort. These companies, spanning food, beverage, and supplement categories, were chosen from a pool of over 1,600 applicants—a 60% increase from last year.

The selected brands for this year’s LEAP Early Growth track are Aahana’s, Bowlcut, Date Better Snacks, Edenesque, Freezcake, Geem, Maté Party, Sam + Leo, Sibeiho, and Tuyyo Foods. Notably, all ten brands in the 2024 class are women-owned with the majority of the cohort either BIPOC, AAPI, or Latinx-owned. Kelly Landrieu, Whole Foods’ Principal Planner for Local & Emerging Brands, shared that the retailer’s Local and Emerging Brands team considers not just the products but also the vision and commitment of the people behind the brands.

“The product has to be incredible…[But] the founders also need to be the right fit…[with] a clear vision of who they are and why they're doing it,” Landrieu said. “It’s founders who are willing to get their hands dirty, who know what's going on in their business, and who are excited to do this work.”

Executives from the ten companies will participate in a 12-week virtual program covering supply chain, marketing, retail strategy, packaging, finance, and more. A key focus throughout the accelerator, Landrieu said, is building a “sustainable” business geared for long-term growth, both within and beyond Whole Foods.

Upon completing the program, each brand will be considered for inclusion on Whole Foods shelves in their respective regions and for a $25,000 equity investment from a donor-advised fund overseen by the Austin Community Foundation. Additionally, LEAP Early Growth track brands can join the Specialty Food Association’s Maker Prep Course at no cost. This six-month training program includes in-person education sessions at the Fancy Food Shows, a self-paced online curriculum, and coaching sessions from notable CPG experts.

“The more education a brand can get at this stage, the better,” Landrieu said of the SFA Maker Prep Course. “Education is so valuable.”

Many of the brands in the LEAP program were initially discovered by Whole Foods’ local foragers as part of the retailer’s initiative to highlight and incorporate local brands onto store shelves, Landrieu said.

To qualify for the Early Growth track, brands must not have launched in Whole Foods Market at the time of their application, be sold in center store (dry grocery, chilled grocery, frozen, body care, supplements), have an innovative product, mission or founder story, and align with Whole Foods’ goal of “Nourish[ing] the People & the Planet.” While some brands in the Early Growth program may already meet Whole Foods’ quality and ingredient standards, Landrieu noted that the team only requires a willingness to meet these standards.

In addition to the LEAP Early Growth program, Whole Foods also selects a yearly LEAP On the Verge cohort for center store brands already sold in up to 125 Whole Foods stores. Both LEAP programs benefit not only the brands but also Whole Foods buyers and team members, Landrieu emphasized.

“Helping [these brands] become successful helps us succeed in the long run,” Landrieu said. “If you look at some of the companies that started off as small, local brands at Whole Foods that have grown to be industry [leaders]...we benefit when a brand grows and becomes very successful. It brings in customers to our stores, but it also creates real pride amongst the team members.”

Carol Ortenberg is a CPG strategist and journalist. She has been a trusted voice in the food and beverage industry for over a decade. Carol was previously the editor of NOSH.com, and has spent time working for Whole Foods Market and at a number of emerging food brands. Read more of her writing at www.CarolOrtenberg.com