09/24/2026
Getting on the shelf is one thing. Building a brand that belongs there is another.
Whole Foods Market remains one of the most sought-after retail placements for emerging CPG brands. So what actually catches the attention of a buyer when they’re reviewing hundreds of new products?
A few weeks ago, the BeyondBrands team joined some of our brand partners at the Startup CPG Grocery Run in Miami, where Dustin Kennedy, Senior Forager for Local & Emerging Brands at Whole Foods Market, shared some of the top things he looks for when evaluating a new brand.
From a clear point of differentiation and strong packaging to knowing your customer, your numbers, and why your product deserves a place on the shelf — there’s a lot that goes into being retail-ready long before that first buyer meeting.
And there were some incredible emerging brands putting those principles into action.
Our own Michael A. Marrotte was there representing Bunnie Cakes, alongside Hannah Lopez with Revello Premium Mixers - two brands we’re proud to work with as they continue building their retail presence.
At BeyondBrands, this is why we believe marketplace strategy has to start early. It’s not just about getting the buyer meeting. It’s about making sure your brand, product, positioning, operations, and story are ready when the opportunity comes.
