2014/2015 WHOLE
BODY SUPPLIER
SUMMIT
WFM Regional Office-Chicago July 9, 2014
We Sell the Highest Quality Natural &
Organic Products Available
Thank you!
We Support Team Member Happiness
& Excellence
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Emily Blong:
 Associate Buyer
 Support for Kara and Margie
 Approved Product List (APL) requests
 PO creation for promotions, new item free fill and void fill
Margie Omastiak:
 Promotions Buyer
 Bodycare (US), Supplements (US), & Lifestyle (US & Canada)
Kara Smith:
 Category and New Item Buyer
 Bodycare (US), Supplements (US), & Lifestyle (US & Canada)
We Create Wealth Through Profits & Growth
Whole Foods Market Growth
What will you need?
We Satisfy, Delight & Nourish our
Customers
We have an excellent opportunity to “WOW” our
guests through exciting and innovative promotional
offerings.
2015 Whole Body Midwest Promotional Strategy
 Midwest Promotional Opportunities
 Promotion Calendar
 Promotion Submission Form
We Create Wealth Through Profits & Growth
Store Opening Promotions
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Off-shelf placement not guaranteed, but
may apply (placement at discretion of
WFM)
40% off minimum reduction in cost
required. This is the opportunity to go
deep and draw new customers to your
exciting items!
Items submitted must be OI or MCB
Items may be featured in store opening
flyer— at the discretion of WFM
WFM will not bill for store specific
opening Flyers—if applicable
Midwest Whole Body Banner Promotion
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40% minimum reduction in cost required
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$3500 banner fee required
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4 opportunities yearly (Sale runs in either “A” or “B” promo period — promo
period is usually 2 weeks, but will be 3 weeks a few times this year: See
calendar)
Stores are required to make preorders on accepted banner promotions
Midwest Whole Body 3-Day Weekend Promotions
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40% minimum reduction in cost required
Promotions will run Friday thru Sunday
Stores will provide pre-books
This is an off-shelf promotion
No Flyer Fee for any Midwest Whole Body 3Day Weekend Promotions if applicable
Social Media layer is often (but not always)
included in select stores and markets
Midwest Whole Body Market Special: Off-Shelf
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30% minimum reduction in cost required
30% discount can be structured different ways; we offer the
opportunity for Regional scan discounts in the MW for off-shelf
placement only
Items featuring a scan must contain a UNFI discount, OI, or MCB
Scan amount should be percentage based up to the requisite
30%
Off-shelf placement guaranteed
Sale runs in either “A” or “B” promo period. Promo periods are
usually 2 weeks, but will be 3 weeks a few times this year (see
calendar)
By submitting to a Midwest Whole Body Market Special: Off
Shelf promotion, you are accepting potential placement within
the sales flyer, resulting in applicable fee. Item selection for the
sales flyer is at the discretion of WFM.
Midwest Whole Body Market Special: Off Shelf
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Flyer placement fee is $2500. This
includes a picture of your product
with discount, which is distributed in
all MW stores and via electronic
communication.
Midwest Whole Body Market Special:
Off Shelf Promos will be included in
the regional promo file submitted to
each store with the option to place
pre-books.
Market Special Off-Shelf Sales Contest Criteria
Market Special Off-Shelf Sales Contest Criteria (limited availability)
Submission Requirements: One Page document per contest including the
following information:
 Parameters of the contest as outlined on submission form including, but
not limited to: display, lift%, total $, etc.
 Instructions and contact information for any photo submission
requirement
 Contest criteria must be discussed and approved by Whole Body
Purchasing Team in advance. Prizes are required to be of broad
appeal and available to multiple Team Members
 Dates and terms of the contest
If contest is selected, then the following must be completed:
 A contest fee totaling $2000 must be submitted to Whole Foods
Market; memo — “Promo Fee”
 Suppliers should provide post-contest analysis and photos of displays
to review in tandem with the WB Purchasing Team.
 Winners will be selected and agreed upon by both parties.
Midwest Whole Body Market Special: On-Shelf Only
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20% minimum reduction in cost required
Promo period is typically 2 weeks, but will
be 3 weeks a few times this year (see
calendar)
No off-shelf placement guaranteed
No preorders on Shelf Special Items
By submitting to a Regional Midwest Whole
Body Market Special: On Shelf promotion,
you’re accepting potential placement within
the sales flyer, resulting in applicable fee.
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There may have opportunities for Global on-shelf
promotions in the flyer. Midwest Whole Body will
consult prior to placement and fee.
2015 Whole Body Midwest
Promotional Strategy
 Store
Opening Promotions: Submit by
September 19th, 2014
 Banner Promotions: Submit by September
19th, 2014
o January A
o June A
o August A
 3-Day Weekend Promotions
 Off-Shelf
 On-Shelf
MW now accepting
submissions for November
through the end of
FY2015!
Global
Window Open
15
Deadline each month for
accepting promotional
submissions
Aligning with
Global
expectations
All Promo
Files must be
added by this
deadline date
Important dates
16
Actual date the sales
will run!
Holidays
Drop Down
Menu will
include all
promotional
options
Please Select
One
17
We Create Wealth Through Profits & Growth
Any additional questions regarding promotional
opportunities should be directed to Margie
Omastiak
margie.omastiak@wholefoods.com
We are grateful for your partnership and look
forward to satisfying and delighting our
customers through these exciting
promotions in the coming year.
We Create Ongoing Win-Win
Partnerships With Our Suppliers
What is the Midwest Whole Body Team seeking?
High Quality
Transparency
Differentiation
Service &
Education
Exclusive
Value
2015 Category Review Program
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2015 Category Review Schedule (All Subteams)
Each category has a Regional and Global review.
 Regional selection is completed after the Global call.
 It is essential that you adhere to the submission window in order
to be part of the monthly process.
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Include the round for which you are submitting on the outside of the
box and in the title of your submission email.
10 month cycle of reviews based on strategic criteria – FY15
scheduled is posted
 Most categories are reviewed once per year, there are some
that we will be reviewing 2x/year
 We want to be aware of any new item launches….when in
doubt, send samples
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Can begin accepting Round 1
submissions on July 15. Deadline
date for previous round is the date
that the window opens for the next
round.
Sample &
Submissions
Deadline to
National/Regions
21
8/15/2014
Regional Supplier
Product Meetings
(if needed MW Support
Team will
initiate)
July-August
If you haven’t
gotten a reply
by the end of
the month,
please reach out
via email.
Expect POs 4 weeks in
advance of this date.
National & Regional
Product Decisions Product In Store
Timeframe
Arrival Week
September
1/5/2015 1/16/2015
For UNFI
Distributed
Brands/Products
Only
New Item
Paperwork
Submission To UNFI
Purchasing
Deadlines
10/2/2014
(Template) Insert Title
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Product Type (Supplement, Body Care)
UNFI - Maximum Delivered Unit Cost AND maximum unit cost
including 8% markup.
Direct Vendor – regular cost and WFM cost including Ongoing
Discount
Suggested Market Pricing
Gross Margin %
Promotional Support Program (Total allowance in form of %
and frequency of promo support)
Demo Support Program (# of Stores / Frequency)
Exclusivity (None, 60, 90, 1 Year, Evergreen Forever)
Round and Launch Date
Available to Canadian stores with bi lingual packaging?
Insert Picture(s)/Charts here
500K Limit
Insert upc
o
o
o
o
o
Three compelling reasons
Sustainability / Efficacy/ Packaging / Facts
Product attributes ( premium, organic, fair trade, vegan,
vegetarian, kosher, Non GMO verified, other)
Channel Strategy ( conventional, Natural, Both, Online
Insert ingredients
Samples sent to regional and global offices as well as pdf’s of total label sent to QS. Yes or No
Vendor Contact Information (Manufacturer Company, Name, Email, Phone)
Insert size
365 Be Well
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Product Type -Supplement
Direct Vendor – regular cost and WFM cost including
Ongoing Discount $x.xx $x.xx
Suggested Market Pricing $x.xx
Gross Margin % xx.x
Promotional Support Program - 20% and quarterly
national promotions
Demo Support Program - 300 Stores / monthly
Exclusivity - Evergreen Forever
Round 1 Launch Jan 2014
Insert Picture(s)/Charts here
500K Limit
Yes, bi lingual packaging available
Insert upc
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Immune Support containing vitamins and herbs
Exclusive product only sold at WFM
Easy to shallow small tablets
Bottles produced from 100% recycled plastic
Vegan, vegetarian, kosher, Non GMO verified
Channel Strategy ( conventional, Natural, Both,
Online)
120 tab
Echinacea, Garlic and Vitamin C
Yes, samples and label PDF’s sent
Vitamins R Us, Jane Moy, jane.moy@vru.com, 555-555-5555
Category Review Process
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All selected new and Core items at
regional or Global level will be
planogrammed.
We will communicate a distribution
list and disco list to stores the month
before the reset.
New items are expected to be
ready to launch by the launch date
on the review schedule. If your item
is delayed – we reserve the right to
defer it until next year.
Approved Regional and National
New Items require Free Fill and will
be auto-shipped.
Core Voids: Identified Core Items
will be shipped to stores during the
month of the review.
Need to get your images/products
loaded to our Space Planning
Program? Please send samples to:
Louie Reina
Louie.Reina@wholefoods.com
Whole Foods Market
Global Space Planning Team
550 Bowie St.
Austin TX 78703
Global Free Fill Policy
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Global Free Fill Policy Situations:
1.
New Stores
2.
Remodels / Relocated Stores
3.
Nationally Approved New Items - These are new items that have been approved by the Global
Whole Body Team in conjunction with the Regional Buyers.
4.
Category Review – Refresh Process – During the category review process, we might identify
missed opportunities for individual stores.
5.
Regionally Approved New Items
Body Care Free Fill Expectations: 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 Free Fill Expectations: 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
Lifestyle Free Fill Expectations: 25% off Opening orders for new stores. 25% off for new
Globally Launched Brands.
Whole Body Midwest Supplier Meetings
Please prepare the following to ensure a productive meeting.
Business review with 52wk/12wk data, including store specifics and IDENT
information (excluding new stores)
1.
WFM Sales Data: vendor.reporting@wholefoods.com
2.
Item Opportunities
3.
New Items (this should only include items outside of the global submission)
4.
Promotional Calendar
5.
Unique Opportunities
6.
Recap (to be sent within 10 business days)
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Includes Data from business review
Any presentation materials
written documentation of decisions and agreements made
WFM agrees to acknowledge receipt and review of recap
Whole Body Midwest Supplier
Meetings (cont.)
Supplier Meetings will be held Thursday and Friday
mornings each week, hosted by both Kara and Margie.
In most cases, meetings will be kept to 30 minutes in order
to maintain accessibility to our vast and valued supplier
community.
Quality Standards
Non-GMO Verification: Please
visit www.nongmoproject.org for
details.
Premium Bodycare Supplier
Application
Gluten-Free Supplier Packet
Our current tag hierarchy is as follows
(subject to change):
1. Sale
2. Value
3. Non-GMO
4. Premium
5. Local
6. New
7. Gluten Free
8. Whole Trade
9. Exclusive
Organic Labeling
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Products making an “Organic” product claim − Must be certified to
the USDA’s National Organic Program (NOP) standard for organic
(>95%) products.
Products making a “Made with Organic [Ingredient]” claim − Must
be certified to the USDA’s National Organic Program standard for
Made with Organic (>70%) products.
Products making a “Contains Organic [Ingredient]” claim − Must be
certified to the NSF/ANSI 305 Organic Personal Care Standard.
Products listing an organic ingredient in the “Ingredients:” listing −
Organic ingredient must be certified to the USDA NOP standard.
RECEIVING – THE HEART
OF STORE OPERATIONS
This is where everything starts
This is where preparation pays off BIG TIME
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Receivers are the gate keepers of the store
They verify that all products are approved and in our system
Receivers confirm that requirements to bring product into the
store have been met
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Orders that do not meet requirements risk items or the entire order
being refused and sent back
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When all requirements are met – Receivers are
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If not ……
How do you make sure that everything is ready to go?
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Make sure all product is accurate in IRMA (WFM ordering and
receiving system)
Product is identified with the Identifier number, commonly known as
the UPC.
Each and every order is sent with a valid purchase order.
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Buyers know they must provide a purchase order number or the
product will be refused at the back door.
Don’t hesitate to request a purchase order number if one is not
provided.
 Depending on how orders are placed, by phone, e-mail or
electronically each method requires a purchase order
Why Do You Want To Take The Time To Do This:
 If you don’t you or your delivery person will be spending
more time than necessary at each store. Time is money
 Individual items or entire orders could end up being refused
 Cost to return product or orders will be at the expense of the
supplier
 Process for additional, substituted, mis-picked items. These
items cannot come into the store.
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Options for Suppliers:
 Returned to supplier at suppliers cost
 Items to be sampled
 Items to be donated
 Items to be thrown away
Delivering the order to the store
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Every store has posted receiving hours.
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Hours can vary store to store
 Noise restriction; local ordinances or store requirements
Product / Package Identification
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Information is in the supplier packet that each one of you should have
received or will receive. If using 3rd party delivery, FedEx or UPS
shipping labels must contain total number of containers – box 1 of 3; box
2 of 3; 3 of 3
Invoice / PO requirements
Invoice / PO requirements (cont.)
 One invoice – One PO
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IRMA does not allow duplication of invoice numbers. Any invoice number
that has already been used will require a new invoice number
 Never send back order or out of stock items in under the original
invoice number or PO number
Once PO’s are used, they’re done
 If an order comes in with a PO that has already been close the order
will be refused.
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Do not send back orders or out of stock items under the original PO
number. Contact store buyer informing them that the item is now
available to order. A new PO number must be obtained from the buyer.
Any item that will be sold in the store must be accompanied with a valid
PO
 Even if this product is being provided to Whole Foods at no cost to the
store
Free Fill PO requirements
 All free fill must be placed, with a PO, on a
separate invoice.
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The only items that don’t require a PO are
samples, testers, demo product or fixtures.
These products must be marked accordingly.
Invoice / PO Requirement – Cont’d.
 Processing and Payment
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Invoices are paid in full – No matter what
 If product is missing, damaged or incorrect the invoice will be paid
in full and a credit requested.
 Buyer will make a PO for credit and provide the details of item(s)
credit is being requested for, pending supplier approval.
Product is never to be provided or sent in place of credit.
Product Scanning
 Every order is scanned by receiving. That’s why having the
UPC / bar code on the outside of the carton is more efficient.
 Suppliers are expected to wait while an order is scanned. Any
items not on the PO will be sent back
Temperature Requirement
 Any product that is temperature sensitive, must be kept cold or
frozen, must meet the WFM temperature requirements.
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Refrigerated must come in below 41 degrees F.
Frozen must be below 10 degrees F, and/or solid to the touch
Purchase Order (PO)
 The PO is king; Trumps the invoice
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Items not on the PO are refused
 If a buyer calls and requests items to be added, they must be
added to the PO. Ask if they have or will be added to the PO.
Questions/Comments
MW.RECEIVING.SUPPORT@wholefoods.com
2015 Midwest Whole Body Marketing
Programs & Guidelines
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Social Media Partnerships
Social Graphics - Approved messaging can
be made available to stores through our
MW Digital Specialist. Files would be made
available to the individual Store Marketer
and if it fits within their content calendar,
they would optionally post and could tag the
supplier for added exposure.
Sale Graphics - If we are promoting a BIG
SALE that has the potential to drive traffic
into the store, it may be possible to partner
on a sale graphic. Marketers could post and
utilize the content in their social channels the
week of the sale. All graphics would need to
be approved by the marketing and
purchasing teams in advance.
2015 Midwest Whole Body Marketing
Programs & Guidelines
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Pop-Ups & Roadshows
• Supplier supported traveling pop-ups
and roadshows have been on the rise
this year. For great reason - they are
big sales drivers! Our teams have
broken records and have created
amazing theater with their multi-week
events. Successful pop-ups have
engaged with customers in-store through
demos, one on one interaction and
especially on social channels. Marketing
has supported these events with in-store
signage kits, email campaigns, social
graphics and ads.
2015 Midwest Whole Body Marketing
Programs & Guidelines
In-store Supplier Signage Requests
Generally, we limit in-store supplier signs and try to highlight
and tie-in products through our global and regional marketing
stories. We do this to keep the Whole Foods Market brand
strong and differentiated from our competitors. In the instance
that the purchasing team pursues a supplier sign request, all
printed materials need to be approved by both the purchasing
and marketing teams, before they are sent to stores or printed.
2015 Midwest Whole Body Marketing
Programs & Guidelines
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Feature Banner Photo Guidelines
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Minimum Resolution: 300 dpi Minimum
Size (one side): 12 inches File Type: TIFF,
JPEG, PSD, EPS
Flyer Photo Guidelines
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Minimum Resolution: 300 dpi Minimum
Size (one side): 4 inches File Type: TIFF,
JPEG, PSD, EPS
Midwest Whole Body Supplier Site
http://www.wholefoodsmarket.com/supplier/wholebody_mw
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Password: Midwest
This link is in the email signatures of the entire Whole Body
Purchasing Team
Site Contains: Supplier Guidelines
Whole Body Quality Standards
Whole Body Contacts
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Regional
Store
Category Review documents
 Promotion documents
Would you like to see something on that site? Please let Emily
Blong know!
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Questions?