AUSTIN — Whole Foods Market has opened applications for its 2026 Local and Emerging Accelerator Program (LEAP), a mentorship initiative to help innovative food and beverage brands navigate the challenges of early retail growth.
Launched in 2022, LEAP supports emerging brands that are not yet sold at Whole Foods Market stores. Participants receive mentorship from Whole Foods Market leaders and industry experts, educational programming tailored to growing businesses, and direct financial support. Brands that complete the program are also considered for placement in Whole Foods Market stores within their home city or region.
“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.”
The 2026 Early Growth cohort will participate in a 12-week educational curriculum focused on business development and retail readiness. Upon completion, participating brands will be considered for shelf placement in their local markets. They will also be eligible for a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation, with proceeds benefiting Whole Foods Market’s private operating foundations.
The program has already helped emerging brands expand their retail presence. Among them is GEEM Korean Seaweed Snacks, which joined Whole Foods Market’s Midwest region in May 2025 after graduating from the 2024 Early Growth cohort. GEEM was one of 10 companies selected from more than 1,600 applicants that year. Following strong sales, the brand is scheduled to expand into Southern California, Nevada, Arizona, and Hawaii beginning in July.
“I applied to LEAP because I knew what I didn’t know. Building an early-stage food company was a completely different muscle, and I wanted to learn directly from one of the most respected retailers in natural food and get closer to the people, systems, and expectations behind Whole Foods Market,” said Candice Choi, founder of GEEM. “I graduated the program feeling far more confident navigating retail as a growing founder. I hoped it would help us grow, but I didn’t realize how transformative it would actually be.”
Whole Foods Market also plans to host an informational webinar for prospective applicants, with details to be shared on the company’s LinkedIn page.
Brands seeking more information on LEAP can visit the application page.
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