Frequently Asked Questions (FAQ)

What happens after I submit my online application?
Applications will be reviewed as soon as possible, and you will be notified via email of the result. To learn more, review our new product process.

Once I submit an application, how long will it take to hear back?
Due to the volume of applications we receive, it can take 4 to 6 weeks before a final decision is reached. An application that has not been reviewed within 4 weeks is escalated to the Product Coordinator for expedited review. Any application that a final decision has not been reached on within 6 weeks is escalated to the Vice President of Purchasing

Who must use this system?
Almost every vendor introducing a new item to the Northern California and Pacific Northwest regions (excluding Canada). This includes:

• Owners of manufacturing companies, or any other empowered representative
• Sales reps
• Brokers
• New vendors to Whole Foods Market in the Northern California region.
• Current vendors to Whole Foods Market in the Northern California region.

There are only two EXCEPTIONS:

• Manufacturers selling bulk ingredients to our prepared foods businesses through a third party distributor (e.g., Sysco).
• Farmers and others selling produce that is distributed through our Watsonville or San Francisco facilities. If this exception applies to you, contact our San Francisco Distribution Center or Watsonville Produce Procurement offices.

Which stores are included in the Northern California region?
Our stores are in Northern California and Nevada. You can find a detailed list of locations here.

How do I use this system?
Please review the New Process How-To Guide.

Does this system apply to line extensions in addition to entirely new products?
Yes. Every new item must go through this process, with the exceptions noted above.

What if I don’t have Internet access?
From this point forward, you must have Internet access to be a core product vendor in the Northern California region. If you do not have Internet access, we recommend that you retain a broker with Internet access.

Can I skip this system and present my products directly to local stores?
Yes. However, each local store has the discretion to source only a small number of new products through a separate system. For your product to become a regional core item and be part of the store planogram, you must work with regional buyers and use this system. Unscheduled and unannounced sales visits at stores are not acceptable and may jeopardize your ability to introduce your product in our stores.

Will other Whole Foods Market regions see my application?
No. At this time, your application will only be seen by the Northern California region.

Is this system the only way to become a regional core item  in the Northern California Region?
Yes, you must use this system if you want your product to be a regional core item and be part of the store planogram. Buyers will still have regular meetings with brokers, attend trade shows, and in other ways communicate personally with vendors.