Emerging Brands Selected from 2,000+ Applications Whole Foods Market has announced the 10 brands selected for the 2026 Early Growth cohort of its Local and Emerging Accelerator Program (LEAP), now in its fifth year of operation. The selected brands—chosen from more than 2,000 applications—are not currently available in Whole Foods Market stores. The 2026 cohort includes: Bonny (New York), Cotto (New York), Folkland Foods (Pennsylvania), HEYDOH (New York), HOL Health Club (New York), Joon Pistachios (California), Sababa Foods (New York), Tea with Tae (Colorado), ü (California), and Yah Yah Yah (Colorado).

12-Week Program Offers Mentorship and Investment LEAP provides a 12-week curriculum, hands-on mentorship, and connections across the grocery industry. Participants may also qualify for a $25,000 equity investment from Whole Foods Market. Upon program completion, each brand's products will be evaluated for potential shelf placement. "These ten brands represent the flavors and trends our customers are craving, like authentic flavors rooted in family heritage, ingredients they can trust, and a genuine connection to the people behind their food and beverages," said Lisa Tosun, Senior Forager for Emerging Brands at Whole Foods Market. "From heritage pistachio recipes and single-origin Taiwanese soy sauce to functional mushroom sparkling water and Middle Eastern-inspired coffee lattes, this cohort is the future of food discovery, and we are thrilled to support their journey through LEAP."

Strong Track Record of Shelf Placement Since launching in 2022, LEAP's Early Growth cohort has cycled 40 brands total through the program. Of the 10 brands in the 2025 cohort, nine have already earned spots on Whole Foods Market shelves, with one launching in November. Mindy Hauge, Principal Forager for Emerging Brands at Whole Foods Market, noted the caliber of this year's participants: "This year's Early Growth cohort is an exceptional group of founders with bold ideas and products that truly stand out. I am excited to support them as they take this next step and work toward earning a place on Whole Foods Market shelves."

Why It Matters

For emerging food brands, LEAP represents one of retail's more structured pathways to national distribution. With a 90% shelf-placement rate among prior cohorts, the program signals which product categories and flavor profiles resonate with Whole Foods' customer base—and by extension, the broader natural and organic grocery segment.

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Written by FBM Publications Editors