Whole Foods Market



Broker MeetingsMeetings to review categories, lines, and new items should be requested within review scheduleMeetings are generally held in a Wednesday/Thursday/Friday block at the end of a calendar month.Exact dates of the meeting block are fluid due to internal WFM scheduling conflicts, but are nailed down one month out.MW Buyers cannot meet with every Broker and Supplier that requests a meeting – will prioritize as necessary based on agenda topics.Supplier meetings as part of Broker Meetings must be approved in writing by MW Grocery.MW Buyers cannot meet with every Supplier that requests a meeting – will prioritize as necessary based on agenda topics.Supplier meetings within Broker meetings will be limited to 15 minutesNumber of Supplier meetings per Broker meeting will be limited based on length of meeting, agenda topics, etc. Generally speaking, 0 to 2 Suppliers per 1 hour Broker meeting, or 0 to 4 Suppliers per 2 hour Broker Meeting.Off-schedule meetings with Suppliers will be accepted on a case-by-case basis and must be approved ahead of time. Try to get Suppliers into meetings on scheduleCategory Reviews are the appropriate time to meet with Suppliers with interests in reviewed categoriesWhat’s expected of the presenter?New item presentation with live samples, if possibleNew item form updated for 2015 (see attached)New Item Submission Power Point slides on presented items (see example)Promotions plan with minimum 15% TPR quarterly, more encouragedBroker Principal list using WFM MW Excel templateNotice of product launch issues and delaysWhat’s expected upon product approval?Dimensions and/or final packaging sent to Global Spaceplanning team1 free case of goods per store unless otherwise negotiatedFirst minimum 15% TPR scheduled for month after launchReset support for product launch resets if not already covered by Broker’s regular presenceNew Item Product Knowledge Power Point slides on accepted items (see example)DSTM Training Info Submission on accepted items (see example)What’s expected of the reviewer?Timely approvalsTimely information to distributorsCommunication on changes and adjustmentsAdvance notice for schedulingReviewing all lines in order to make informed decisionsTransition MapsAll Transitions need to be submitted on WFM MW’s Transition Map Template in order to be handled properly.This gives us a functional, verifiable, trackable set of detailed information to work with in coordinating with Distributors, our internal Data Team, and Brokers/Suppliers.This template also serves as a clean and clear communication piece for our own teams.This information can be presented early and often, but please don’t “set it and forget it.” Put it back in front of us in a timely fashion. Too often the information is presented six months out and then never again, even if timing and transition details evolve. (Alternately, once every few weeks for six months is excessive and unnecessary.)Often there is a disconnect between Transition information communicated by the Supplier through the Broker, and the realities of Distributor stock levels and timing. Our actions will always be dictated by the realities of product in a warehouse. Please work with Suppliers to align Communication with Reality to avoid frustration all around.A hard cutoff is always encouraged for clean execution.Broker Principal ListPlease submit your Broker Principal List electronically, once a month via e-mail, timed to the Category Review Meetings.Going forward this will be required before booking the following round’s meeting. This quid pro quo is an easy hoop to jump through, but a meaningful carrot to keep us all on track.This list is used internally as a contact list for promotions, store-level communication, and urgent matters including product quality issues.Adherence to the template ensures ease of use and accuracy of contact information.Please fill out all fields on all rows (see example below).DSTM Training Info SubmissionDSTM stands for “Development Supervisor Team Member.” Essentially “Team Trainer.” There is one DSTM for every 10 team members on a given store-level Grocery TeamTheir job is to create trainings vetted by the Regional Grocery team for use across the entire RegionThey also conduct those trainings for their store team and track completion.One important area of training is Product Knowledge. This submission form is your mechanism for spoon-feeding your brand’s product knowledge and attributes into our internal Training structure – turning our Team Members into your trained sales force.Please fill out the attached “Grocery DSTM Team Training Product Info Submission” form for each item accepted. This information will be used directly to generate a store-level product knowledge training.Please also use the info you enter on the “Grocery DSTM Team Training Product Info Submission” form as a guide to modify your WFM New Item Submission Powerpoint Slide, as detailed in the attached 2015 WFM MW Slide Templates.These new slides will focus less on financials and industry shorthand, and more on product attributes and training so that our store-level Team Members may speak more effectively about your products to our customers.? These slides are not meant to replace the standard new item submission slide, but they are a mutually beneficial additional element of the launch now that your product is accepted in the MW.These slides are presented to our Grocery Team Leaders every month as a preview of the new items coming for their next reset, and are printed out for all Grocery Team Members to review in their log books or communication stations.Category Reset ScheduleReset schedule follows category reviewSchedule for support labor – broker team will be in stores to execute decisions made during category reviewAll Midwest stores receive one reset date per category reviewNew item and SKU void auto ships occur based on reset schedule – product hits the stores when the help will be thereDisco decisions hit stores in weeks prior to resets (4 weeks)Reset teams led by MW Associate Coordinators, Merchandisers & GTLsPlanograms and updated core lists to be provided to broker teams in the week prior to resets.Planograms will be executed to detail and core list distribution will be filled outNot every category will be reset each month – situational resets will occur based on category needs. Reset categories to be noted as focus categories on the scheduleCategory Reset Performance ExpectationsFor all resets, 5-7 support bodies are expected at each reset according to category share; this means the possibility of 10-14/day in IL & WIWe would like all fair share resets to include all supplier and broker partners involved.Labor supporting products is a vital part of product success, from meeting to discuss opportunities to physically launching product on the shelf. Products that have been reviewed for each category should benefit from accompanying labor at resets to ensure this important aspect of the product’s success. WFM has invested labor to help see this aspect through at our stores, as we recognize how important this is for all stakeholders, and we expect all stakeholders to join us and each other in this shared fate.Some suppliers that have broker support employ additional merchandisers to connect at store level – these people should also attend resets based on interest in categories being worked onOne associate coordinator, Merchandiser, or Grocery TL will also be present at every reset. Store teams are not expected to provide help without advance noticeSupport labor is expected to show up on time and stay for the duration of the resetReset schedule will be available at least a month ahead of time. It will avoid holidays and inventories, as well. Travel needs to be scheduled outside of the full reset time committedOther work (ie Conf Calls, training, audits) needs to be scheduled outside of the full reset time committed Some metro markets will overlap to avoid significant dates and eventsAction items will be provided each month for reset and will include:Planograms for categories and list of resets to be performedNew Item Update which lists auto shipped new items and SKU voids to hit stores with disco lists Core lists that need to be checked for distribution and placement Resets are completed when store conditions are up to MW standards: all items are tagged, all back stock/discos are cleared, floor is clean, product is faced, and Associate Coordinator/Merchandiser/TL overseeing the reset provides the ok for completionProfessional behavior is expected from the broker communityWe should not receive pushback from brokers/suppliers about using planograms. Alterations to planograms will be made only with the consent of AC/Merchandiser/TLItems not currently carried by the store should only be slotted in with the express verbal consent of AC/Merchandiser/TL.Expectations for store openings are the same as Category Resets.ExpectationsAll Suppliers and Brokers with investment in a category will provide labor for category maintenanceExecution will be up to Midwest Regional standardsLabor provided in all stores, all marketsIssues with management will be taken up with MW Regional support teamBrands without broker affiliation will provide some level of supportSupport for stores means support for brandsBenefitsEnsured representation in WFM setsGeneral uniformity to top line Midwest product mixAbility to present new lines and have them executed in all MW storesFulfillment of top SKU voids in storesGreater effectiveness of brand growth and promotionAbility to tailor product launches to footage differences ................
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