Whole Foods Market UK opens applications for Q4 Pitch Day

Whole Foods Market UK is inviting start-up and challenger brands to apply for its Q4 Pitch Day, offering emerging food, drink and wellness businesses the opportunity to present their products directly to the retailer’s buying team. Applications close on 25 September. 

The initiative forms part of a series of four Pitch Days taking place during 2026, designed to give new brands an opportunity to meet Whole Foods Market buyers and potentially progress towards securing a place on the retailer’s shelves.

Whole Foods Market is particularly interested in brands that are completely new to the UK market and not stocked by larger retailers, although applicants may already be stocked by Whole Foods Market in the US. Preference will also be given to local brands and suppliers producing in London or elsewhere in England.

Applications are welcomed from businesses across the retailer’s departments, including grocery, wellness and beauty, beers, wines and spirits, cheese, charcuterie, deli, prepared foods, bakery, produce, meat and seafood.

Shortlisted businesses will be invited to Whole Foods Market’s central London office for a 15-minute pitch, during which founders will have the opportunity to introduce their products and answer questions from the buying team. Successful participants may then progress to further conversations and meetings with the retailer.

Brands must provide all requested product information when completing the application form. Whole Foods Market will review the submissions and contact the businesses selected to attend the Pitch Day.

Applications close on 25 September 2026. Whole Foods Market aims to contact shortlisted brands by 9 October, with the Q4 Pitch Day scheduled to take place on 23 October 2026. These dates are subject to change.

The opportunity is open to brands that are not already stocked by Whole Foods Market in the UK or certain competing UK retailers. Each business may submit one application during the entry period, and applying does not guarantee selection.

Find out more and apply for the Whole Foods Market UK Q4 Pitch Day.