Whole Foods Market launches search for startups

AUSTIN, TEXAS — Whole Foods Market has opened applications for its 2026 Local and Emerging Accelerator Program (LEAP).

The program provides mentorship, tailored educational programming and the potential for financial support to a select group of companies that are not yet on shelf at the retailer.

Specifically, Whole Foods Market said it is looking for consumer packaged goods food, beverage and wellness brands that are not currently sold in Whole Foods Market stores, have strong growth potential, incremental innovation, mission-driven founders and products that meet or can meet Whole Foods Market’s quality standards.

The retailer said it does not prefer alcoholic beverages or THC companies.

“One of the most rewarding parts of what we do at Whole Foods Market is discovering innovative, emerging brands for our customers,” said Kelly Landrieu, program manager of LEAP at Whole Foods Market. “LEAP is designed to help founders navigate early retail growth with meaningful mentorship and support, therefore creating more opportunities for customers to discover products that reflect the creativity and diversity of communities across the country.”

Additionally, products from companies participating in the program also are considered for placement in Whole Foods Market stores in their home city or region after completing the six-month program, Whole Foods said.

Those selected to participate in the Early Growth cohort undergo a 12-week educational curriculum and when finished, participants also will be considered for placement on shelves in their home city or region.

Cohorts also have the chance to win a $25,000 investment from a donor-advised fund managed by the Austin Community Foundation.

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