Food Entrepreneur

AUSTIN, TEXAS —Startups may now enter Whole Foods Market’s 2025 Local and Emerging Accelerator program (LEAP). The accelerator encompasses cohorts in an Early Growth program for 12 weeks.

“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.”

The program offers startups expertise from Whole Foods Market members, educational opportunities and potential direct financial support.

Cohorts, Whole Foods said, then will be considered for placement on shelves either in their home city or area. Other opportunities include a $25,000 equity investment, which is a donor-advised fund managed by the Austin Community Foundation.

The retailer also has announced its 2025 On the Verge cohort winners. On The Verge is a second LEAP cohort that Whole Foods introduced in 2023 that helps connect local and emerging suppliers that are carried at select Whole Foods Market stores.

The startup winners included: Bon AppeSweet; 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 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.”

To apply, click here

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