Whole Foods Market Announces 2026 Local and Emerging Accelerator Early Growth Cohort
Whole Foods Market has announced the 10 brands selected for the 2026 Early Growth cohort of its Local and Emerging Accelerator Program (LEAP), continuing its commitment to identifying promising entrepreneurs and helping them build the skills, relationships and resources needed to grow within the grocery industry.
Now entering its fifth year, LEAP is designed to provide local and emerging food and beverage companies with practical support as they navigate the challenges of expanding their businesses. Through hands-on mentorship, a customized 12-week curriculum and opportunities to connect with industry professionals, the program gives participating founders access to resources that can help strengthen their businesses and prepare them for potential retail growth.
The 2026 Early Growth cohort was selected from more than 2,000 applications, highlighting the strong level of interest among emerging brands seeking opportunities in the grocery sector. None of this year’s 10 participating brands are currently sold in Whole Foods Market stores.
The selected companies represent a range of product categories, culinary traditions and emerging consumer trends. The 2026 cohort includes Bonny and Cotto from New York; Folkland Foods from Pennsylvania; HEYDOH from New York; HOL Health Club from New York; Joon Pistachios from California; Sababa Foods from New York; Tea with Tae from Colorado; üm from California; and Yah Yah Yah from Colorado.
As part of LEAP, participating entrepreneurs will take part in a structured program focused on developing their businesses and preparing their products for the demands of the retail marketplace. Participants may also be eligible to receive a $25,000 equity investment from Whole Foods Market, providing an additional potential source of support as they work to expand their operations.
Lisa Tosun, Senior Forager for Emerging Brands at Whole Foods Market, said the latest group reflects several of the characteristics that are increasingly influencing food and beverage discovery.
According to Tosun, the cohort includes brands built around authentic flavors, family heritage, recognizable ingredients and direct connections between consumers and the people responsible for creating their products. She highlighted examples ranging from heritage pistachio recipes and single-origin Taiwanese soy sauce to functional mushroom sparkling water and Middle Eastern-inspired coffee lattes.
The diversity of products represented in the cohort also demonstrates the range of opportunities available to smaller brands entering the modern grocery marketplace. Consumer interest in cultural flavors, functional beverages, distinctive ingredients and products with compelling founder stories has created opportunities for emerging companies to differentiate themselves from larger established brands.
For the founders participating in LEAP, the program offers more than exposure to a major grocery retailer. The 12-week curriculum is intended to provide practical guidance and industry connections that can help entrepreneurs understand how to prepare for potential retail distribution and build sustainable businesses.
The program also creates an opportunity for Whole Foods Market’s emerging-brand team to work directly with entrepreneurs and learn more about products that could potentially appeal to its customers.
Mindy Hauge, Principal Forager for Emerging Brands at Whole Foods Market, said she values the opportunity to work closely with entrepreneurs developing products and concepts for the future of grocery. She described the 2026 Early Growth participants as an accomplished group of founders with distinctive ideas and products.
Hauge also emphasized the role of the program in helping founders take the next step in their business development. The participating brands will have the opportunity to refine their businesses while working toward the possibility of becoming Whole Foods Market suppliers.
Participation in LEAP does not automatically guarantee retail placement. After the program concludes, each company’s products will be evaluated for potential placement on Whole Foods Market shelves. The evaluation gives the retailer an opportunity to assess the brands and their products following the companies’ participation in the accelerator.
The possibility of gaining retail placement represents an important milestone for emerging food and beverage companies. Securing shelf space with a major grocery retailer can provide increased consumer visibility while also creating opportunities for brands to expand their distribution and reach new customers.
The 2026 cohort builds on several years of activity under Whole Foods Market’s LEAP initiative. Since the Early Growth cohort was introduced in 2022, 40 brands have participated in the program, making it an established platform for companies seeking to develop their presence in the grocery industry.
The program’s recent results also demonstrate the potential pathway from accelerator participation to retail distribution. Of the 10 brands included in the 2025 Early Growth cohort, nine have already earned placement on Whole Foods Market shelves. The remaining brand is scheduled to launch in Whole Foods Market stores in November.
That progression provides an indication of how participation in LEAP can create opportunities for emerging companies beyond the accelerator itself. While retail placement remains subject to Whole Foods Market’s evaluation process, the program gives founders an opportunity to develop relationships with the retailer and demonstrate the potential of their products.
For the 2026 participants, the next 12 weeks will therefore represent an important stage in their development. Through mentorship, education and connections within the grocery industry, the companies will work to strengthen their brands and prepare for the next phase of growth.
With applications coming from more than 2,000 companies, the selection of 10 brands also illustrates the competitive environment facing emerging food and beverage businesses. The brands chosen for this year’s program bring a mix of cultural influences, product innovations and consumer-focused concepts to the cohort.
Whole Foods Market’s continued investment in LEAP underscores the retailer’s focus on discovering new products and entrepreneurs while giving emerging companies access to industry expertise. As the 2026 Early Growth cohort moves through the program, the participating brands will have the opportunity to build their businesses and potentially take the next step toward becoming Whole Foods Market suppliers.
The final outcome for each company will depend on the retailer’s post-program evaluation, but the latest cohort marks another stage in Whole Foods Market’s ongoing effort to connect consumers with new and emerging brands from across the country.
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