How to get your product on Whole Foods' shelves

From Kevin DiStasio Essex, CT

Marissa,
Best of luck in your new venture! I've been working with smaller start up companies like yourself as a contracted brand sales manager, using my contacts and experience from over 10 years in the natural industry establish retail and distribution presence. While it is a daunting task there are many proven ways to become succesful in a relatively short period of time. If you'd like to learn more about my services you can visit my web site http://www.kevindistasio.com

From D Foreman, Austin, TX

Marissa,
All the advise above is good, pay particular attention to Andrew's on making sure your ingredients, packainging, positioning, etc. are right. And be sure you have WAY more money than you think you'll need to be successful. Another tidbit: success happens ONE STORE AT A TIME! These 2 links will give you some (free) things to consider before jumping off: http://fooddude.com/foodmarketing101.htm; and http://fooddude.com/final_checklist.htm. Best of luck to you!

From Bob Bada, Kennett Square, PA

Congratulations Marissa, and good luck. I demo'd Goat Milk Gelato (my co's Gelati di Capri) at the Natural Products East (Baltimore 2006), and was well received, so do that. Also, take your wares around to local health food stores and gourmet shops (a growing mkt for health food). Try to have samples that can be tried immediately and that create a buzz or capitilize on a trend (one of my flavors is Bada Bing – bing cherry chocolate almond and my last name's Bada). Try high end/mid-level restaurants, too, they're always looking for innovation.
Good luck.
Bob Bada, Pres.
Gelati di Capri

From andrew chae, south gate, ca

Buyers literally receive hundreds of samples a month, many from approved vendors who already have items in the respective store. Sending unsolicited samples would be ineffective.

I can't speak for other companies, but we (ohana house) got our start at ExpoWest. It's the best way to expose your product to the most number of (qualified) people in the shortest amount of time. If your product is outstanding, buyers and distributors will seek you out. If your product doesn't attract attention, then find out why and consider it money spent on market research.

But even before exhibiting at Expo, as Bob Burke suggests, go to your local natural food store and see what's selling. Talk to the store buyer in your category and get their insights on what customers are seeking out. Pay attention to ingredients, packaging, pricing, positioning, etc. Also, talk to current natural food manufacturers. I found many in the industry to be friendly, helpful, and encouraging.

Hope to see you in the aisles!

From Melissa

First, congratulations. I know that this is a very exciting time. My suggestion, if you have limited funds and resources is to approach a handful of selected stores in your area, don't try to go regional or even national; Whole Foods, Fresh Market and then local specialty markets; and give away your product in exchange for shelf space. Do this for three months to see if your product will move itself; also, do in-store demos every single week-end. If this works then events and your hard work will move your product to the next step. I know from past experience that this approach was effective for me. You will need to be your own best sales person and not get frustrated by refusals. It will pay off in the end. Good luck.

From Tim Jacobi, San Antonio, TX

Key is differentiation. Also, it is absolutely critical that you understand that Whole Foods objectives at times are completely different from yours as a vendor. If you find a way to address theirs while making a profit you will be a good vendor for them.
We are a company, http://www.gimainternational.com, that does exactly that: Help companies get ready to deal with US retailers. Our clients are international, but the principles are the for US vendors, albeit slightly less complex.
While it appears daunting to approach Whole Foods or Safeway or Wal*Mart, but you got to believe that you are the solution to one of their problems.

From Brian Gurin, Northfield Illinois

Marissa, there are a few ways to start. I would meet with buyers from distributors to get feedback from them in addition to independent retailers. Does your product line have a niche? Who is the target market? Is it geared to adults, children, both? How is it priced?

There are regional retailers who do like supporting local so you can always contact your local stores even if they are a chain.

You also want to make sure you have all of the sales and marketing info to support the line. Lastly, what are you plans once the product hits the shelves?

This may be more than you want but hope this helps.