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Rocky Mountain Whole Body Category Review and New Item Submission Process

Below is an overview of the Rocky Mountain Region Whole Body new item review process. Please follow these guidelines when submitting a nutritional supplement, personal care or nutrition bar products for launch at Whole Foods Market. All Lifestyle product submissions (apparel, BCM, gifts, toys etc) should be presented directly to the Regional Buyers.

Review the Supplier Guidelines, Rocky Mountain Category Review Schedule and 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.



Password: wholefoods

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.

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).

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

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.

A major focus for us continues to be developing local and regional suppliers into bigger partnerships.  

We want to partner with creative, inspired and purpose driven suppliers, who share our commitment to win-win partnerships. 

Please note the changes to the category schedule

o We are introducing an On-Trend and Regional category for compelling and truly innovative 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 allow brokers/reps and vendors time to work with each region to support their stores in the refresh and placement of new items

Submission Process:

Complete both New Item Forms (xls & ppt). Incomplete forms not be considered.

Rename both forms; (Your Company Name Round) RM New Item Submission Form.

E-mail submissions to: RMWholeBodyNewItems@ in the subject line of the email include

o Vendor Name, the Round, Whole Body Global New Item Submission

Send samples to global and regional buyers by the submission due date.

Mark all sample parcels “Whole Body Regional Category Review ‘insert the Category here’”

All new items submissions must agree to a quarterly promotional strategy. By submitting products for review regionally in the Rocky Mountain Region, you are agreeing to this requirement.

All new Body Care and Supplements vendors (only these categories at this time) must agree to the Customer Returns Auto-Deduct Program. To simplify the collections process, we will automatically offset the amount that Body Care and Supplements vendors owe for Customer Returns from the amount due from the vendor’s outstanding invoices.

All new lines to the Rocky Mountain Region must provide a proposed demo support program.

Copies of the submissions can be inserted in the parcel.

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 process is collaborative decision with our New Item Team, below are the results after careful consideration:

Rocky Mountain Regional Selection:

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

all items that arrive to stores in display case (single shots/lip balm / Bars) – 1 display box free fill

By submitting products for review regionally or globally 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 Plus Out items, final product must be sent here to:

Whole Foods Market

Attention: Rebecca Simpson ~ Regional Whole Body Buyer

One scannable product sample (in addition to the one sent to Rebecca) should be sent to The Space Planning Team and the completed Space Planning Form, emailed to kevin.heidt@

Whole Foods Market, Rocky Mountain Region

Whole Body – Space Planning

1821 30th Street Unit A

Boulder, CO 80301

Store Choice:

New Item Team determines that the product(s) are not viable to be launched regionally in all stores at this time.

Suppliers should work directly with each store to discuss interest and opportunities in their stores.

Not Interested:

New Item Team decides that the product(s) are not suitable for sale in Whole Foods Market Rocky Mountain Regional stores at this time.

If your product(s) receive a rejection status you should not continue to pursue placement of said product with stores.

Distributor Vendor process through UNFI

Below is a timeline for vendors who distribute their products via UNFI to Whole Foods Market stores.

· 1-2 weeks out following New Item call: WFM confirms accepted items to vendors and to UNFI. 

· 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.

· 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.

· 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

· 2-3 weeks out- WFM regions submit PO’s for auto ships and UNFI customer service begins entering the plus-out orders (UNFI cannot enter plus out orders for auto ships until WFM sends PO’s.)

· Auto Ship- UNFI begins shipments of plus out orders. 

· Note: All free fill shipments must be delivered via UNFI for distributor vendors.

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 us as efficiently as possible. If you have any additional questions regarding submitting new items to Whole Foods Market please e-mail them to: RMWholeBodyNewItems@

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