Retail Listings: What Buyers Look For with Jade Hoai, Whole Foods Market UK

Every founder wants shelf space at Whole Foods. But what does a buyer there actually look for? Jade Hoai, Whole Foods Market UK's Executive Leader of Purchasing, talks about the Whole Foods mission, what they're looking for from new products and brands, and the best way to get noticed and listed at Whole Foods Market UK.

Jade has been with the UK business since day one on Kensington High Street, all the way to this year's expansion to twelve stores. She talks openly about what makes a product right for Whole Foods' shelves, shares the pitch mistake that can cost a founder a listing, and explains why she sees success as "win-win-win". She also tells me exactly how many cold emails land her inbox each year, and the best way to get your chance at Whole Foods. 

Listen to discover:

• What makes a product right - and why taste comes before anything else
• How to fix a common pitch mistake before you get in the room
• What happens when your supply chain lets you down
• The "win-win-win" principle that shapes how Jade sees the world
• What gives her the biggest thrill when she's on the shop floor
• The best way to actually get noticed and get listed at Whole Foods Market UK

Chapters:

0:00 — Welcome to Whole Foods: one store to twelve
0:09 — What makes a product genuinely right for the shelf
0:13 — Who is the Whole Foods customer, really
0:16 — Listing economics: from shelf to off-shelf to scale
0:21 — What producers can do to make a buyer's job easier — and "win-win-win"
0:31 — How many cold emails a buyer really gets
0:36 — How to actually get listed at Whole Foods

Links and Resources:

Quarterly pitch days for new and challenger brands:
https://www.wholefoodsmarket.co.uk/pitchdays

Access the range review portal and calendar (sign up for access):
https://grocerycentral.amazon.com/

Connect with Jade on LinkedIn:
https://www.linkedin.com/in/jadehoai/

Get your copy of Karen's book Buyer-ology:
https://buyerology.co.uk/get-buyerology-free-1

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