#171 - Buyer Spotlight: Taylor Cathala, Senior Spirits Category Merchant, Whole Foods Market

In this episode of the Startup CPG podcast, host Daniel Scharff sits down with Taylor Cathala, Senior Spirits Category Merchant at Whole Foods Market, to explore the intricacies of getting a brand into Whole Foods’ coveted spirits section. Taylor shares his journey from graphic design to category management, where he now oversees an evolving landscape of alcoholic and non-alcoholic beverages, including spirits, mocktails, and RTD cocktails. He dives into how Whole Foods makes its product decisions, balancing customer demand with strict quality standards, local sourcing priorities, and the unique regulatory challenges around spirits distribution. For brands eager to make it onto Whole Foods’ shelves, Taylor offers tips on navigating the Whole Foods supplier portal, creating compelling product pitches, and the importance of local relevance, sustainable ingredients, and strong distribution networks. He also highlights how brands can leverage social media and in-store demos to increase customer engagement and improve sales performance. Whether you’re an emerging local distillery or an established player, this episode is packed with valuable insights for breaking into the Whole Foods Market. Tune in to learn what it takes to stand out at Whole Foods and how to start the journey to the shelves! Want more insights like these? Don’t miss an episode—subscribe to the Startup CPG Podcast today! Listen in as they discuss:Whole Foods Market Supplier PortalQuality Standards and ComplianceDistribution and State RegulationsConsumer Decision-Making ProcessPrioritizing Local and Relevant BrandsCelebrity-Endorsed ProductsCustomer Engagement and Social MediaWhat Sets Brands ApartGrowth Potential and ExpansionAdvice for Submitting Brands Episode Links: Website: https://www.wholefoodsmarket.co.uk/ LinkedIn: https://www.linkedin.com/in/taylor-cathala-6762917/  Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com. Show Links: Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (20K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics