Whole Foods Local Forager Advises Start-Up Entrepreneurs

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Whole Foods Market local “forager” Elly T. advised an attentive group of 30+ entrepreneurs on how to apply and thrive in her company’s local supplier program, speaking at a meeting of NY Foodies on 3/19/13.  Here is Elly’s advice:

  • To be considered for the Whole Foods local supplier program, go to your local store and ask to speak to someone in grocery leadership or store leadership.
  • Every store has its own autonomous decision making authority, but the leadership team is always busy, so if you don’t hear back the first time, try again, don’t get discouraged.
  • If you are accepted, that is where the work begins, you have to be ready to compete, e.g., by funding demos, so consumers will become aware of your product.
  • Don’t get caught up in product claims, and be especially cautious about putting claims on your front label.
  • Know what your top values are, you might not be able to afford to be all things to all people.
  • Success is often based on the entrepreneur building a strong relationship with Whole Foods and showing commitment to their brand.

Here are NY local vendor profiles, to see some of the success stories to date.