Whole Foods Market opened the application process for its 2025 Local and Emerging Accelerator program (LEAP), emphasizing the brand’s dedication and passion for supporting innovative, local and emerging brands. Launched in 2022, the initiative fosters mentorship for cohort members with Whole Foods Market experts, provides tailored educational opportunities and gives participants the potential for direct financial support. The products from LEAP cohort members are also considered for shelf placement at select Whole Foods Market stores, upon completing the six-month program.

Selected participants for the Early Growth cohort will undergo a 12-week educational curriculum. Once complete, participants will be considered for placement on the grocer’s shelves in their home city or area. They will also be eligible to be considered for a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation, with proceeds benefiting the Whole Foods Market Foundation.

In 2023, Whole Foods Market introduced a second LEAP cohort, “On the Verge,” to deepen opportunities and foster growth with local and emerging suppliers currently carried in select Whole Foods Market stores. These brands demonstrate serious growth potential, keep trends top of mind and align with Whole Foods Market’s values and priorities.

On the Verge participants have officially been selected for 2025 after being nominated by Whole Foods Market Merchants and Foragers. Selected suppliers include Bon AppéSweet, Chuza, FOND Bone Broth, Mimi Cheng’s, NUFS, Pricklee Cactus Water, Tamalitoz by Sugar Rox, TruJoy Yogurt, Umaro Foods and Ziba Foods.

Evergreen, founded by Emily Groden in Chicago, makes frozen waffles with added nutrition. Evergreen initially launched at Whole Foods Market stores in Illinois in March of 2020. In January of 2025, Evergreen launched nationally at Whole Foods Market stores after completing the 2024 On the Verge cohort.