AUSTIN, Texas (Jan. 16, 2025) – Whole Foods Market, a leader in the whole foods industry, has officially opened applications for its highly anticipated 2025 Local and Emerging Accelerator Program (LEAP). This initiative underscores Whole Foods Market’s ongoing commitment to nurturing innovation and supporting burgeoning businesses within the food sector. Launched in 2022, LEAP is designed to provide invaluable mentorship from whole foods experts, offer tailored educational resources, and potentially grant financial assistance to its participants. Moreover, successful completion of the six-month program opens doors for LEAP cohort members to have their products considered for placement on the shelves of select Whole Foods Market stores.
“Whole Foods Market is excited to welcome applications from passionate and inventive founders for our fourth LEAP Early Growth cohort,” stated Alyssa Vescio, Senior Vice President of Center Store, Sourcing and Product Development at Whole Foods Market. “By fostering emerging brands and equipping them with the essential tools for success, this program cultivates a vibrant environment for innovation. This ultimately enriches the shopping experience for our customers, who share our enthusiasm for exceptional taste and discovering new products in the whole foods space.”
The Early Growth cohort within the LEAP program offers selected participants a comprehensive 12-week educational curriculum. Upon completion, these brands will be evaluated for potential product placement in Whole Foods Market stores within their local regions. Participants will also be considered for a $25,000 equity investment, facilitated through a donor-advised fund managed by the Austin Community Foundation, with proceeds benefiting the Whole Foods Market Foundation. This financial support is a testament to whole foods market’s dedication to fostering growth at every level.
Announcing the 2025 “On the Verge” LEAP Cohort
Building upon the success of the Early Growth cohort, Whole Foods Market introduced the “On the Verge” cohort in 2023. This second tier of the LEAP program is specifically designed to deepen engagement and accelerate growth for local and emerging suppliers already featured in select Whole Foods Market stores. These brands have demonstrated significant growth potential, are attuned to current market trends, and align seamlessly with Whole Foods Market’s core values and priorities in offering quality whole foods.
The participants for the 2025 “On the Verge” cohort have been carefully selected following nominations from Whole Foods Market Merchants and Foragers. The distinguished list 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. These brands represent the cutting edge of innovation within the whole foods and specialty food categories.
“Our 2025 On the Verge cohort participants have genuinely impressed the Whole Foods Market team with their unwavering dedication and forward-thinking vision. We are incredibly excited to support them as they embark on the next phase of their brand evolution,” shared Kelly Landrieu, Principal Planner for Local & Emerging Brands at Whole Foods Market. “Mentoring these brands provides us with a uniquely rewarding opportunity to actively engage with emerging producers, and we eagerly anticipate witnessing their future accomplishments in the whole foods market landscape.”
LEAP Program: A Launchpad for Supplier Success Stories in Whole Foods
Sibeiho, a company co-founded by Holly Ong and Pat Lau in Portland, Oregon, exemplifies the success that can be achieved through the LEAP program. Specializing in authentic Singaporean Sambal chili sauces crafted from cherished family recipes, Sibeiho successfully launched in Whole Foods Market stores across Oregon and Washington in November 2024, following their participation in the 2024 Early Growth cohort. This expansion into whole foods retail is a direct result of the LEAP program’s support.
Holly Ong, Co-Founder of Sibeiho, reflects on her LEAP experience: “Participating in LEAP is like having an exceptional support system, filled with seasoned professionals who are genuinely invested in your success and eager to share their invaluable expertise. They have firsthand experience with the industry’s peaks and valleys and understand what it takes to thrive. Their guidance empowers you to navigate the entrepreneurial journey with greater confidence. If you are proactive in seeking advice and truly receptive to the insights offered, you gain essential tools to overcome challenges and propel your business growth more effectively within the competitive whole foods sector.”
Evergreen, founded by Emily Groden in Chicago, Illinois, is another compelling LEAP success story. Producing nutritious frozen waffles, Evergreen initially debuted in Whole Foods Market stores in Illinois in March 2020. After completing the 2024 On the Verge cohort, Evergreen achieved national distribution across Whole Foods Market stores in January 2025. This national expansion within whole foods retail highlights the transformative impact of the LEAP program.
Emily Groden, Founder of Evergreen, shares her perspective: “The LEAP program has been one of the most pivotal and enriching experiences in Evergreen’s journey. I wholeheartedly recommend it to any brand aspiring to partner with Whole Foods Market. The LEAP team dedicates themselves to creating a curriculum that maximizes benefits for emerging brands, and their commitment is evident. From candid dialogues with Whole Foods Market leadership to introductions to top-tier service providers and invaluable tips from established suppliers, every session was filled with actionable insights that I have consistently applied since our graduation. Beyond the wealth of knowledge gained, the most rewarding aspect of the program was connecting with the people behind Whole Foods Market. The Whole Foods Market team is exceptionally intelligent, deeply passionate, and, most importantly, incredibly supportive. My key takeaway from the LEAP Program is that everyone at Whole Foods Market – across all departments – is genuinely dedicated to fostering the success of emerging brands within the whole foods ecosystem.”
Interested brands are encouraged to explore the Information for Potential Suppliers page on the Whole Foods Market website for comprehensive details about the LEAP program and the application process. This is a prime opportunity for brands focused on whole foods and innovation to take their business to the next level.
About Whole Foods Market
Established in 1980 and headquartered in Austin, Texas, Whole Foods Market is the world’s leading retailer of natural and organic foods and the first certified organic national grocer in the United States. As part of Amazon’s Worldwide Grocery Stores, Whole Foods Market serves customers in over 530 stores throughout the U.S., Canada, and the U.K. To discover more about Whole Foods Market and its commitment to whole foods, please visit https://media.wholefoodsmarket.com/.
