Whole Foods Market has opened the application process for its 2025 Local and Emerging Accelerator program (LEAP), emphasizing the retailer's dedication and passion for supporting innovative, local and emerging brands.

Launched in 2022, the initiative fosters mentorship for cohort members with Whole Foods Market experts, provides tailored educational opportunities and gives participants the potential for direct financial support. After cohort members complete the six-month program, their products are considered for shelf placement at select Whole Foods Market stores.

“Whole Foods Market is seeking 10 passionate and creative founders of innovative brands to join our fourth LEAP: Early Growth cohort,” said Alyssa Vescio, senior vice president of center store, sourcing and product development at Whole Foods Market. “Encouraging emerging brands and giving them the necessary tools to reach success through this program creates a dynamic platform for innovation and enriches the shopping experience for customers who are just as passionate about taste and discovery as we are.”

Selected participants for the Early Growth cohort will undergo a 12-week educational curriculum. Once complete, participants will be considered for placement on the grocer’s shelves in their home city or area. They will also be eligible to be considered for a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation, with proceeds benefiting the Whole Foods Market Foundation.

Sibeiho, co-founded by Holly Ong and Pat Lau in Portland, Oregon, crafts traditional Singaporean Sambal chili sauces from family recipes. In November, Sibeiho launched in Whole Foods Market stores in Oregon and Washington after completing the 2024 Early Growth cohort.

“Going through LEAP is like having the ultimate cheerleading squad, full of seasoned professionals rooting for you and sharing their hard-earned wisdom. They’ve witnessed the highs and lows of this industry and know what it takes to succeed," Ong said.

Interested brands can visit the Information for Potential Suppliers page on Whole Foods Market’s website for more information on LEAP and the application link. LEAP: Early Growth is limited to grocery and whole body consumer product goods brands not yet selling in Whole Foods Market.

 LEAP: Early Growth applications are due March 19. The cohort members will be announced in August.

On The Verge 2025 cohort revealed

In 2023, Whole Foods Market introduced a second LEAP cohort, “On the Verge,” to deepen opportunities and foster growth with local and emerging suppliers currently carried in select Whole Foods Market stores. These brands demonstrate serious growth potential, keep trends top of mind and align with Whole Foods Market’s values and priorities.

On the Verge participants have officially been selected for 2025 after being nominated by Whole Foods Market merchants and foragers: Bon AppéSweet, Chuza, Pricklee Cactus Water, FOND Bone Broth, Mimi Cheng’s, NUFS, Tamalitoz by Sugar Rox, TruJoy Yogurt, Umaro Foods and Ziba Foods. Bon AppéSweet, founded by Thereasa Black, was the runner-up in the 2022 Natural Products Expo West Pitch Slam.

“Our 2025 On the Verge cohort participants have truly impressed the Whole Foods Market team with their dedication and vision, and we’re thrilled to help them explore the next phase of their brand growth,” said Kelly Landrieu, principal planner for local and emerging brands. “Mentoring these brands is one of the most exciting and personal ways we can be hands-on with emerging producers, and we can’t wait to see what their success looks like in the future.”

Source: Whole Foods Market