Here's Your Chance To Be Stocked At Whole Foods Market

Whole Foods Market Pitch Day

Throughout January 2021, we’re celebrating of all our amazing Vegan and/or Keto diet products in-store and we’re also on the lookout for a new and exciting brands to add to our shelves. Perhaps you make vegan cheese or have a unique Keto diet product that you would love to see in our stores? Well now is your chance! We’ll be offering a rare opportunity for brands to pitch their product to our team of buyers and selecting one product to bring to Market this year.

How to apply for the Pitch Day:

To enter, simply send a photo of your product along with some information about your product (see ‘Information to include in your application’ section below) to the following email address:

Applications must be sent between before 18th October 2020. Please be sure to add a website link if you have one and full contact details, as our Buying Team will contact the brands that are of interest to us via email to gather further details before making a shortlist. Please note, applications will only be accepted via the email above.

Information to include in your application:

• Your brand name

• A link to your website

• Your Instagram handle

• Your contact details?

• Describe your brand in one sentence (please clearly state what your product is)

• Which independent safety certifications do you/your manufacturer have e.g. BRC, SALSA?

• Where are you currently listed?

• What is your current logistics, vendor?

• What differentiates you from your competitors/similar products?

• How many SKUs do you have?

• What is your RRP (recommended retail price, by SKU)

• Have you spoken to Whole Foods Market about stocking your product before?

Who should apply?

For this round of pitches, we are only looking for Vegan and/or Keto product producers. All of the products we consider stocking must have SALSA accreditation and meet our quality standards. Among other criteria, we draw a line when it comes to hydrogenated fats, high-fructose corn syrup, artificial sweeteners and more than 100 colours, flavours, preservatives and other ingredients commonly found in food.

Our quality standards for sourcing and ingredients guide us every day in choosing what to put on our shelves, all to make shopping easier for our customers. If it doesn’t meet our standards, we won’t sell it. To learn more about our standards visit [this page (

When will you hear if your application is successful?

We will be shortlisting entries from 18th October to 22nd October 2020. Our buyers will be contacting a number of applicants during the shortlisting process, but this is only to gather further information and doesn’t guarantee a place on the shortlist. The final shortlist will be made on October 23rd and all successful applicants will be contacted by our buyers. Please note, due to the high volume of applications, we will not be able to respond to entrants who are not shortlisted.

What happens if you get shortlisted?

You will be invited to come in or join a Zoom meeting to pitch your product to our panel of buyers on the 3rd November 2020.

Do you need to send a sample of your product to us?

No – you do not need to send in a sample product to apply. We will be in touch if we require further information about your product. If you reach the shortlist stage, you will be able to send the physical product to us before the pitch day.

What happens if you are selected?

If our buyers like what they see, they will work with you to get your product stocked in our stores, provided you are successfully onboarded as a supplier. Please note that our buyers are not obligated to select any product from the shortlist. If you are selected, you will need to complete a supplier onboarding process which includes (but is not limited to) due diligence on your business, executing the necessary contracting documents and complying with our quality standards and code of business conduct.