Whole Foods Market has called on “innovative and mission-driven” suppliers to apply for its upcoming ‘Supplier Pitching Event’, in a bid to find new brands to roll out onto shelves.

The event will take place on 7 November at the retailer’s head office and is designed to spotlight the best new names in food, drink, body care and lifestyle.

During the application process, Whole Foods will prioritise local, emerging brands as well as early-stage innovators. All brands must adhere to the retailer’s quality standards and be ready to launch in stores by January 2024.

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Whole Foods Market UK director of purchasing and operations Jade Hoai said: “At Whole Foods Market we are passionate about nurturing independent and up-and-coming startups in the industry and creating more access to retail for these inspiring, emerging brands.

“This in turn helps us deliver against our promise to provide a unique offering to our customers centred around innovation and quality.

“We are looking to meet with innovative and mission-driven brands for a dynamic meeting whereby they can take us through exactly what makes their products stand out from the crowd. We’re seeking brands with a unique point of difference, particularly those that demonstrate innovation in diversity and inclusion, health, or sustainability.”

Applications opened on 1 October, with successful brands set to be notified during the week beginning 21 October.

It comes as Waitrose has joined the likes of Co-op, Iceland and Tesco in launching a ‘BrandsNew’ branded innovation programme to identify and support exciting new FMCG brands to the market.