Whole Foods Market has officially opened the application process for its 2025 Local and Emerging Accelerator Program (LEAP). With an emphasis on supporting innovative, local, and emerging food brands, the program continues to demonstrate the retailer’s commitment to fostering the growth of new products that align with its values of quality, sustainability, and customer experience. The LEAP initiative, launched in 2022, offers both educational and mentorship opportunities for participants, along with potential financial backing and the exciting possibility of shelf space at Whole Foods Market stores across the nation.
Building a Foundation for Growth
The LEAP program is designed to provide emerging food brands with the necessary resources to scale their businesses. Over the course of six months, cohort members benefit from personalized mentorship by Whole Foods Market experts who offer insights into the grocery industry, best practices for product development, and strategies for growth. In addition to valuable guidance, participants in the Early Growth cohort receive tailored educational content aimed at preparing them for the competitive food market.
A unique feature of the program is the opportunity for selected participants to have their products placed on Whole Foods Market shelves in stores located in their home city or region. This potential visibility can be a game-changer for emerging brands, as the grocer’s loyal customer base actively seeks out innovative and quality-driven products.
“Whole Foods Market is looking for 10 passionate and creative founders 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. “Supporting emerging brands with the tools they need to succeed is not only vital for their growth but also for enriching the Whole Foods Market experience. It’s all about offering our customers exciting new options that align with their passion for taste and discovery.”
Financial Support and Investment Opportunities
As an additional benefit, LEAP participants may also be considered for a $25,000 equity investment, generously provided by a donor-advised fund managed by the Austin Community Foundation. This funding supports the Whole Foods Market Foundation, reinforcing the retailer’s mission of community-driven growth and sustainability.
This equity investment is designed to assist participants with their business development, allowing them to reinvest in their operations and continue their upward trajectory in the competitive food industry. With this support, the LEAP program offers more than just a chance for visibility—it actively contributes to the long-term success of its cohort members.
On the Verge Cohort Expands for 2025
In 2023, Whole Foods Market expanded its LEAP initiative by introducing the “On the Verge” cohort. This new phase focuses on brands that are already carried in select Whole Foods Market locations and demonstrate significant growth potential. These brands, which have already captured consumer attention, are nurtured further through LEAP’s personalized mentorship program, which helps them refine their business models, accelerate growth, and maximize their impact.
The 2025 On the Verge cohort has been officially selected after receiving nominations from Whole Foods Market’s Merchants and Foragers. The new group of suppliers includes a diverse range of exciting brands such as Bon AppéSweet, Chuza, FOND Bone Broth, Mimi Cheng’s, NUFS, Pricklee Cactus Water, Tamalitoz by Sugar Rox, TruJoy Yogurt, Umaro Foods, and Ziba Foods.
“Our 2025 On the Verge cohort participants have shown exceptional dedication and vision for their brands. We are excited to support them as they embark on the next phase of their growth journey,” said Kelly Landrieu, Principal Planner for Local & Emerging Brands. “This is an incredible opportunity to work closely with emerging suppliers, offering them hands-on mentoring that helps shape the future of their brands. We look forward to seeing what these brands will achieve in the years to come.”
LEAP Success Stories: From Emerging Brands to National Presence
Several success stories have already emerged from the LEAP program, showcasing the tangible impact it can have on participating brands. One standout example is Sibeiho, a company co-founded by Holly Ong and Pat Lau in Portland, Oregon. Sibeiho creates traditional Singaporean Sambal chili sauces based on family recipes. After completing the 2024 Early Growth cohort, Sibeiho launched its products in Whole Foods Market stores across Oregon and Washington in November 2024.
“The LEAP program felt like having the ultimate support system—experienced professionals who genuinely want to see you succeed. Their insights into the challenges and triumphs of the industry helped us navigate our journey with more confidence and a clearer path forward,” said Holly Ong, Co-Founder of Sibeiho. “From day one, we learned so much from the Whole Foods Market team. The program is not just about getting your product on shelves—it’s about preparing you for the long haul in a highly competitive industry.”
Another success story is Evergreen, a brand founded by Emily Groden in Chicago, Illinois, known for its nutritious frozen waffles. Evergreen initially launched at Whole Foods Market stores in Illinois in March 2020. After completing the 2024 On the Verge cohort, Evergreen expanded its reach and will launch nationally at Whole Foods Market stores in January 2025.
“LEAP has been one of the most impactful experiences in the journey of Evergreen. The program is incredibly thorough, offering everything from intimate conversations with Whole Foods leadership to invaluable connections with top-tier service providers,” said Emily Groden, Founder of Evergreen. “The best part of the program was connecting with the people behind Whole Foods Market. Their passion for helping emerging brands is unmatched, and it’s clear they are genuinely dedicated to seeing us succeed.”
A Thriving Community of Innovators
The LEAP program continues to evolve as Whole Foods Market remains committed to supporting local and emerging food brands. By offering mentorship, education, financial backing, and the opportunity for product placement, Whole Foods Market is creating a thriving ecosystem where innovative food brands can thrive.
As the 2025 cohort prepares to begin, Whole Foods Market invites passionate and innovative food entrepreneurs to apply for the Early Growth cohort and become part of a program that has already proven to be a transformative experience for countless brands.
For more information on how to apply or to learn more about the LEAP program, visit Whole Foods Market’s official website.
