AUSTIN, TX — Eight months after the application period opened for Whole Foods Market’s Local and Emerging Accelerator Program (LEAP), the retailer announced the 2025 cohort.
Out of more than 1,600 applications, 10 brands not currently available through the retailer were selected for the Early Growth Track. This includes SEND Bars, a protein bar brand from Boulder, CO, and Xinca Foods, a family-owned, Salvadoran frozen food company in Arlington, WA.
“We’re excited to welcome this year’s Early Growth cohort an inspiring lineup of diverse founders and standout products,” said Alyssa Vescio, senior VP of merchandising at Whole Foods Market. “These entrepreneurs bring fresh ideas and bold flavors to the table, and our team is proud to help guide their next chapter.”
The brands will undergo a 14-week curriculum of educational programming and mentorship. Upon completion, companies will be considered for placement on Whole Foods shelves. The Early Growth Track participants may also qualify for a $25,000 investment from the Austin Community Foundation via a donor-advised fund.
First established in 2022, the LEAP program serves as a tool for Whole Foods and emerging brands alike to connect and forge relationships.
“This program is all about opening doors — whether it’s navigating retail, scaling sustainably, growing brand awareness or deepening community connections — and we’re excited to support these 10 brands as they take the next big step,” Vescio said.
