In this episode of the Startup CPG podcast, host Daniel Scharff sits down with Taylor Cathala, Senior Spirits Category Merchant at Whole Foods Market, to explore the intricacies of getting a brand into Whole Foods’ coveted spirits section. Taylor shares his journey from graphic design to category management, where he now oversees an evolving landscape of alcoholic and non-alcoholic beverages, including spirits, mocktails, and RTD cocktails. He dives into how Whole Foods makes its product decisions, balancing customer demand with strict quality standards, local sourcing priorities, and the unique regulatory challenges around spirits distribution.

For brands eager to make it onto Whole Foods’ shelves, Taylor offers tips on navigating the Whole Foods supplier portal, creating compelling product pitches, and the importance of local relevance, sustainable ingredients, and strong distribution networks. He also highlights how brands can leverage social media and in-store demos to increase customer engagement and improve sales performance. Whether you’re an emerging local distillery or an established player, this episode is packed with valuable insights for breaking into the Whole Foods Market.

Tune in to learn what it takes to stand out at Whole Foods and how to start the journey to the shelves!

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Listen in as they discuss:

• Whole Foods Market Supplier Portal
• Quality Standards and Compliance
• Distribution and State Regulations
• Consumer Decision-Making Process
• Prioritizing Local and Relevant Brands
• Celebrity-Endorsed Products
• Customer Engagement and Social Media
• What Sets Brands Apart
• Growth Potential and Expansion
• Advice for Submitting Brands

Episode Links:

Website: https://www.wholefoodsmarket.co.uk/
LinkedIn: https://www.linkedin.com/in/taylor-cathala-6762917/ 

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Show Links:

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• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics