Startups Are Finding a Powerful Partner in This Hidden Corner of the Food Economy


For decades there has been a tried and true path for natural food companies looking to grow: Start in your hometown’s natural food store. Next, try to get your products into your region’s Whole Foods and then build out with the natural food chain region by region. After that, see if you can get your goods placed on the shelves of conventional grocers like Kroger and Safeway, followed by mass retailers such as CVS and Target, and then finally club stores like Costco.