WHOLE BODY CATEGORY REVIEW AND NEW ITEM SUBMISSION PROCESS
Below is an overview of the Global Whole Body new item review process that we adhere to in the Florida region. Please follow
these guidelines when submitting a nutritional supplement, personal care, nutrition bar products, and Lifestyle items (apparel, BCM,
gifts, toys, etc.) for launch at Whole Foods Market.
Review the Supplier Guidelines, 2015 Global/Florida Category Review Schedule and Global Free Fill Policy, located on the
Whole Foods Market Vendor site below; to help facilitate process. Note all deadlines for submission and in store land date on the
review schedule.
http://www.wholefoodsmarket.com/vendor
Password: wholefoods
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We are looking for the best you have to offer in terms of innovation, differentiation and quality. We will prioritize
exclusives, speed to shelf innovations as well as seasonal first to market new items.
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We will be prioritizing offerings that are Premium, Organic and Non-GMO Project Verified, and want to continue
growing our selection of dedicated Fair Trade goods (the higher the Fair Trade ingredient content, the better).
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We have committed to full GMO transparency by 2018 for ALL products, and we expect many Whole Body
categories to be transparently labeled within the next 2-3 years. Suppliers have the options of either pursuing Non
GMO Verification and/or Organic production. For more information please http://www.nongmoproject.org/
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We want suppliers to push the envelope on packaging sustainability, such as compost ability and recycled content.
We need to create a circular, regenerative economy with packaged goods.
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A major focus for us continues to be developing local and regional suppliers into bigger partnerships.
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We want to partner with creative, inspired and purpose driven suppliers, who share our commitment to win-win
partnerships.
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Please note the changes to the category schedule
o There are a few categories that will be reviewed twice this year
o We are again offering an On-Trend and Regional category for compelling and truly innovated new to
market items that are available off schedule to allow our stores first to market. We look favorably on
products submitted as Whole Foods Market Exclusive Items.
o The in-store launch timeline is increased to a two week window to allow brokers/reps and vendors
time to work with each region to support their stores in the refresh and placement of new items
o We have PO deadlines to vendors on items that are considered a global launch.
o Lifestyle items and categories (BCM) are added to our review schedule.
Submission Process:
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Complete both New Item Forms (xls & ppt). Incomplete forms will be returned.
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Rename both forms; (Your Company Name Round) FY15 Global New Item Submission Form.
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E-mail submissions to: fl.wbnewitems@wholefoods.com in the subject line of the email include
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Vendor Name, the Round, Whole Body Global New Item Submission
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Send samples to the attention of the regional buyer by the submission due date.
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Mark all sample parcels “WHOLE BODY GLOBAL CATEGORY REVIEW ROUND?”
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Copies of the submissions can be inserted in the parcel.
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WFM Quality Standard Coordinators must receive product samples, pdf’s of full labels for all product submissions
and supporting paperwork, where applicable (only if submitting globally).
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The QS reviews may take up to two weeks, please account for this when submitting; this does not include any
revisions needed.
 Supplements, Oral Care and Nutrition Bars : jody.villecco@wholefoods.com
 Body Care and Premium Body Care Applications : julie.holloway@wholefoods.com
 Organic submissions and certifications : joe.dickson@wholefoods.com
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In order to support our Green Mission, we do not accept samples packed in Styrofoam (PS) peanuts. Please see the
packaging guidelines in the Supplier Guidelines.
The category review is collaborative decision with all the regional Florida WB team, below are the results after careful
consideration:
Global Selection (Florida policy adheres to Global):
· Team agrees that the product(s) are viable for a regional launch and therefore we will accept free-fill to land
on our next approved launch date. Free-fill policy is as follows:
Body Care 6 free fill for items under $10.00 WFM Landed Cost / 3 free fill for items $10.00 WFM Landed Cost and above
Items in display cases such as lip balms 1 display box free fill
Supplements 6 free fill for items under $10.00 WFM Landed Cost / 3 free fill for items $10.00 WFM Landed Cost and above
Energy/Nutrition Bars/Single Shots – 1 display case / caddy free
All items that arrive to stores in display case (single shots/lip balm / Bars) – 1 display box free fill
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By submitting products for review regionally you are accepting these free-fill terms.
Whole Foods Market’s free-fill policy is in place to help offset the labor & costs associated with placing new
items in our stores.
This policy is not negotiable and is required of all of our vendors.
Please include a zero invoice that references the actual product cost with a 100% discount.
For regional submission items, one full size, final product must be sent here to:
Whole Foods Market, Florida Region
Attention: Whole Body Buyer
6451 North Federal Highway, Suite 601
Fort Lauderdale, FL 33308
One scannable product sample should be sent to The Space Planning Team and the completed Space Planning Form
upon approval into the Florida region only, emailed to louie.reina@wholefoods.com :
Whole Foods Market
Louie Reina ~ Space Planning Team
550 Bowie Street
Austin, TX 78703
Not a Regional Selection:
· Team determines that the product(s) are not viable to be launched in all stores at this time.
Not Interested:
· New Item Team or Quality Standards decided that the product(s) are not suitable for sale in Whole Foods
Market stores at this time.
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If your product(s) receive a rejection status you should not continue to pursue placement of said product with
Whole Foods Market either globally or regionally.
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DISTRIBUTOR VENDOR PROCESS THROUGH UNFI
Below is a timeline for vendors who distribute their products via UNFI to Whole Foods Market stores.
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1-2 weeks out following New Item review: WFM confirms accepted items to vendors and to UNFI.
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Within 1week of WFM notification of New Items request: UNFI WFM Account Representatives will request
new product set up from UNFI Supplier Relationship Managers on all items not set up. UNFI Supplier
Relationship Managers will request from the supplier new item paperwork to be completed. New item
paperwork must be completed and returned to the UNFI requesting Supplier Relationship Manager no
later than one week from original request.
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UNFI Buyers will receive First PO suggestions which includes auto ship amounts and back stock from UNFI
National Account Specialist at least 6 - 8 weeks prior to the first auto ship, sometimes sooner if new items
are set up sooner- depends when new items are set up as PO’s can’t be placed until items are set up.
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4-6 weeks out: UNFI buyers place PO's with vendors. Vendors should be prepared to ship immediately
upon receipt of UNFI PO's. PO’s MUST land in UNFI DC’s no later than 2 weeks prior to first auto ship
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3 weeks out- WFM regions submit PO’s for auto ships and UNFI customer service begins entering the plusout orders (UNFI cannot enter plus out orders for auto ships until WFM sends PO’s.)
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Auto Ship- UNFI begins shipments of plus out orders.
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NOTE: All free fill shipments must be delivered via UNFI for distributor vendors.
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When following up with UNFI on Regional new item plus outs, please follow up directly with Florida WB
Regional Buyer
Thank you for submitting your new items for launch at Whole Foods Market. We hope that this document provides clear and
concise direction so that you are able to work with our region as efficiently as possible. If you have any additional questions
regarding submitting new items to Whole Foods Market please e-mail them to: fl.wbnewitems@wholefoods.com
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