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
Once I submit an application, how long will it take to hear back?
The time line for product review can vary. We strive to open and review new applications in a timely manner, usually within 2 to 4 weeks. Final decisions on products can take up to a few months.
For more specific info on timelines, please refer to the category review schedules published for the different departments available here
Who must use this system?
Almost every vendor introducing a new item to the Northern California. This includes:
- Any person representing a Vendor or Brand which is new to the Northern California Region of Whole Foods Market.
Which stores are included in the Northern California
Our stores are in Northern
California and Reno, Nevada.
- 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.
How do I use this system?
Please review the New Process How-To Guide.
Can I skip this system and present my products directly to local stores?
If your items are manufactured locally, then you may present your items to a local store for placement through our Local Forager program. For your product to become a regional item with placement in all or most stores,
you must work with regional buyers and use this system. Please note that 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 through this process?
No. At this time, your application will only be seen by the Northern California
Can my samples be returned if not selected?
Due to the high volume of samples that we receive, we cannot return samples after they are reviewed.
Click here to find store locations in the Northern California region