This episode is a must-listen for CPG founders and brand managers targeting Whole Foods. Kelly Landrieu, Principal Planner of Local & Emerging Brands at Whole Foods, pulls back the curtain on how to successfully get your products on their shelves. She discusses the do's and don'ts, common mistakes to avoid, and how to balance hot trends with long-term brand viability.
Key takeaways
Understand Whole Foods' specific sourcing and quality standards before approaching them, as product readiness and scalability are crucial for acceptance.
Avoid common pitfalls like inadequate production capacity and poor supply chain management, which are frequent reasons smaller brands fail to scale within national retailers.
Carefully assess the longevity of market trends versus building a sustainable brand identity; not all "hot" products guarantee long-term success.
Leverage Whole Foods' Local & Emerging Accelerator Program as a direct pathway to shelf placement and invaluable support.
Focus on developing a compelling brand story and clear differentiation to stand out in a competitive market, beyond just product features.
On this week’s Modern Retail Podcast, senior reporters Melissa Daniels and Gabriela Barkho kick things off with a look at the record-setting use of buy now, pay later payments over Black Friday weekend. The duo also gets into the holiday spirit by talking about the widespread impact of seasonal flavors. This year’s big trend? All things cranberry.
Later on in the episode (23:41), Barkho sits down with Kelly Landrieu, principal planner of local & emerging brands at Whole Foods Market, who heads up its Local & Emerging Accelerator Program. In the conversation, Landrieu outlines the program’s role in bringing the buzziest young brands to Whole Foods’ shelves, which in the past has included brands like Poppi and Little Sesame.
They also discuss:
The dos and don’ts of startups successfully getting into Whole Foods Market.
Common mistakes smaller brands make when trying to grow in a national chain.
When to consider hot trends, like better-for-you soda and high-protein snacks versus a product’s potential longevity.
Frequently asked about this episode
What does this episode say about brand development?
Understand Whole Foods' specific sourcing and quality standards before approaching them, as product readiness and scalability are crucial for acceptance.
What does this episode say about retail strategy?
Avoid common pitfalls like inadequate production capacity and poor supply chain management, which are frequent reasons smaller brands fail to scale within national retailers.
What does this episode say about supply chain management?
Carefully assess the longevity of market trends versus building a sustainable brand identity; not all "hot" products guarantee long-term success.
What does this episode say about brand development?
Leverage Whole Foods' Local & Emerging Accelerator Program as a direct pathway to shelf placement and invaluable support.
What does this episode say about brand development?
Focus on developing a compelling brand story and clear differentiation to stand out in a competitive market, beyond just product features.
