How to get your product into Whole Foods Market
A natural and organic grocer with ingredient quality standards and local and regional sourcing paths.
What Whole Foods Market buyers prioritize
- Ingredient standards compliance
- Natural and organic credentials
- Local or regional story
- Premium quality that justifies price
How to prepare your Whole Foods Market pitch
Check fit
Confirm your price tier, pack size and shopper match Whole Foods Market's format and the category's current set.
Close the gaps
Get velocity data, margin after trade, item setup and compliance documents in order before the meeting.
Pitch to their checklist
Bring a Whole Foods Market-specific sell sheet, category story, pricing model and funded launch plan.
Questions
How do I get my product into Whole Foods Market?
Start by confirming your product fits Whole Foods Market's shopper and format, then prepare the data and materials its buyers expect: ingredient standards compliance, natural and organic credentials, local or regional story, and premium quality that justifies price. Time your pitch ahead of the category review and bring a retailer-specific sell sheet and pricing model.
Do I need a broker to sell to Whole Foods Market?
Not necessarily. Many brands pitch Whole Foods Market directly, while others use a broker for relationships and account management. Vice CPG prepares your pitch either way.
What do Whole Foods Market buyers look for?
Whole Foods Market buyers prioritize ingredient standards compliance, natural and organic credentials, local or regional story, and premium quality that justifies price.
Guides for pitching Whole Foods Market
How to Pitch a Retail Buyer (and Win the Line Review)
How to pitch a retail buyer: when category and line reviews happen, what buyers want to see, how to structure a retail pitch deck, and how to follow up.
How to Make a Sell Sheet Retail Buyers Actually Read
What a sell sheet is, what to put on it, the layout buyers expect, and a real example. Plus a free sell sheet template for CPG brands.
Wholesale Pricing and Retail Margin: How to Price a CPG Product
How to set wholesale and retail prices for a CPG product: keystone pricing, margin vs markup, what retailers and distributors expect, and a worked price waterfall.