Whole Foods Market has announced the application process is open for its 2025 Local and Emerging Accelerator Program (LEAP). First introduced in 2022, LEAP offers mentorship from Whole Foods Market experts, educational resources, and the possibility of financial support. Products from LEAP participants are also considered for placement on the shelves of select Whole Foods Market stores after completing the six-month program.
“We are excited to invite 10 passionate and innovative founders to join our fourth LEAP Early Growth cohort,” said Alyssa Vescio, SVP of Center Store, Sourcing, and Product Development at Whole Foods Market. “This program empowers emerging brands with the tools for success, creating opportunities for innovation and enhancing the shopping experience for our customers.”
Participants in the Early Growth cohort will engage in a 12-week educational curriculum and, upon completion, may see their products on store shelves in their local area. Additionally, they will be eligible for consideration 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.
2025 On the Verge Cohort Announced
In 2023, Whole Foods Market launched the “On the Verge” program, a second LEAP cohort designed to support the growth of local and emerging brands already available in select stores. These suppliers are recognized for their alignment with Whole Foods’ values, innovation, and growth potential.
The 2025 On the Verge cohort includes Bon AppéSweet, Chuza, Pricklee Cactus Water, FOND Bone Broth, Mimi Cheng’s, NUFS, Tamalitoz by Sugar Rox, TruJoy Yogurt, Umaro Foods, and Ziba Foods.
“Our 2025 On the Verge participants have impressed us with their vision and dedication,” said Kelly Landrieu, principal planner for local and emerging brands. “It’s a privilege to mentor these brands as they embark on the next phase of their growth, and we’re excited to see how they evolve.”
Interested brands can learn more about LEAP and submit their applications through the Information for Potential Suppliers page on the Whole Foods Market website.
Headquartered in Austin, Texas, Whole Foods Market operates more than 530 stores across the U.S., Canada, and the U.K. As a subsidiary of Amazon, which ranks No. 2 on Progressive Grocer’s 2024 PG 100 list, Whole Foods continues to champion innovative retail and support for emerging brands. Both companies were also recognized as Retailers of the Century by Progressive Grocer.
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