Austin, Texas-based Whole Foods Market has selected 10 brands for the 2026 Early Growth cohort of its Local and Emerging Accelerator Program (LEAP).
Now in its fifth year, LEAP offers participating brands hands-on mentorship, a tailored 12-week curriculum and connections across the grocery industry. Participants also may qualify for a $25,000 equity investment from Whole Foods Market.
This year’s cohort brings together 10 brands from across the country, chosen from more than 2,000 applications. None of the brands are available in Whole Foods Market stores at this time.
The 2026 Early Growth participants are 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), üm (California) and Yah Yah Yah (Colorado).
“These 10 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.”
Once the program concludes, each brand’s products will be evaluated for placement on Whole Foods Market shelves.
“As an emerging brands forager, I have the privilege of working alongside the entrepreneurs who are shaping the future of grocery,” said Mindy Hauge, principal forager for emerging brands at Whole Foods Market. “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.”
Since 2022, the LEAP Early Growth cohort has served as a launchpad for emerging brands, and a total of 40 brands have participated in the program. Of the 10 brands in the 2025 cohort, nine have already earned a spot on Whole Foods Market shelves, and one more will launch in November.
Founded in 1980, Whole Foods Market is part of Amazon’s Worldwide Grocery Stores and serves customers in more than 545 stores across the U.S., Canada and the U.K.