Whole Foods Market Expands Support for Local Brands with 2026 Accelerator Program

Whole Foods Market, a subsidiary of Amazon.com Inc, has officially opened applications for its 2026 Local and Emerging Accelerator Program (LEAP), reaffirming its dedication to fostering innovative local brands. This initiative, which began in 2022, aims to provide mentorship and support to emerging brands that are yet to grace the shelves of Whole Foods Market.

The LEAP program is designed to guide a select group of brands through the complexities of early retail growth. According to Kelly Landrieu, Program Manager of LEAP at Whole Foods Market, the program not only helps brands develop their products but also enhances customer access to diverse and creative offerings from various communities across the country.

Participants in the Early Growth cohort of the program will engage in a comprehensive 12-week educational curriculum aimed at equipping them with the knowledge necessary for business growth and retail readiness. Upon successful completion, these brands will be considered for placement in Whole Foods Market locations within their home cities or regions.

In addition to mentorship, selected brands will have the opportunity to receive a $25,000 equity investment from a donor-advised fund managed by the Austin Community Foundation. The proceeds from these investments will benefit Whole Foods Market’s private operating foundations, providing a robust support system for the participating brands.

The LEAP program has already shown promising results; for instance, Geem Korean Seaweed Snacks successfully launched in the Midwest region of Whole Foods Market in May 2025 after completing the 2024 Early Growth cohort. Geem was among ten brands selected from over 1,600 applicants and has since enjoyed remarkable growth, with plans for expansion into Southern California, Nevada, Arizona, and Hawaii starting in July 2026.

Candice Choi, the founder of Geem, shared her transformative experience in the program, stating, “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 has announced that it will host a webinar for interested brands looking to learn more about the LEAP program. Additional details regarding this webinar will be shared on the brand's LinkedIn page in the coming week. Brands interested in applying for the LEAP program can find more information on the designated application page.

The launch of the 2026 Local and Emerging Accelerator Program by Whole Foods Market highlights its ongoing commitment to nurturing local entrepreneurship and innovation. As it continues to expand its support for emerging brands, Whole Foods Market reinforces its position as a leader in the natural and organic foods retail sector, with a focus on community and diversity. This initiative not only benefits the brands involved but also enriches the shopping experience for customers seeking unique and high-quality products.