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Whole Foods Market was at the forefront of sustainability initiatives like banning plastic bags and straws. They continue to reach high sustainability goals today — with strict requirements for owned brands and outside vendors and suppliers.

Our guide is here to help set your brand up for success when working with Whole Foods Market. In this guide, you’ll find an overview of Whole Foods Market's sustainable packaging requirements, overall impact goals, tips for updating your packaging, and more.

For individual guidance about creating sustainable packaging that stands out at Whole Foods Market, contact us, and we’ll be happy to help.

Table of Contents

• At a Glance: Whole Foods Market's Sustainability Goals
• About Whole Foods Market
• Overview: Whole Foods Market's Sustainability Goals and Commitments
• Packaging Requirements for Whole Foods Market Suppliers
• Frequently Asked Questions About Whole Foods Market
• How EcoEnclose Helps Brands Working With Whole Foods Market
• Additional Resources

Whole Foods Market has made significant efforts to make its products and stores sustainable. Currently, their sustainability targets include: 

• Reduce food waste by 50% by 2020

• Eliminate single-use plastic wherever possible

• Work with suppliers to implement regenerative agriculture practices

• Source suppliers who meet high product and sustainability standards

• Provide clear labeling to help customers make smart decisions

Though they don’t have publicly available packaging requirements for their suppliers, Whole Foods Market strongly prefers brands that make sustainability and wellness the focus of their products and packaging.

EcoEnclose is well-positioned to help brands assess and update their packaging to meet Whole Foods Market's vendor requirements and sustainability goals. Reach out to us if you’d like support to:

• Eliminate single-use plastic and virgin plastic waste

• Transition to reusable, recyclable, or compostable materials

• Source biodegradable packing materials

• Create clear labeling with your product information

• Ensure your product follows published standards and USDA guidelines

Whole Foods Market was founded with a tiny store in 1980 in Austin, Texas. Today, they are one of the world’s largest carriers of natural and organic foods and products, with more than 500 stores in North America and the United Kingdom.

Whole Foods Market carries products like:

• Fresh products
• Packaged foods
• Pet products
• Personal care products
• Beauty and cosmetic products
• Home goods

Their private label brand, 365 by Whole Foods Market, features over 3000 products.

Across all product categories, Whole Foods Market maintains rigorous standards in quality, animal welfare, transparency, safety, and more. This has earned them a strong reputation and a loyal customer base. 

Partnering with Whole Foods Market is smart for brands selling CPG, personal care, or other products aimed at a health- and planet-conscious audience. 

If you’re working to get your brand carried by Whole Foods Market, read on for tips to help you land the deal and stand out on the shelf.

Sustainability is critical to Whole Foods Market’s overall mission and vision. They were the first US Grocer to ban plastic grocery bags and drinking straws and the first to use 100% recycled paper bags. 

Whole Foods Market continues to raise the bar in corporate governance, animal welfare standards, clean ingredients, and more. 

The company’s core values are: 

• We sell the highest quality natural and organic products available

• We satisfy and delight our customers

• We support Team Member happiness and excellence

• We create wealth through profits and growth

• We care about our communities and our environment

• We create ongoing win-win partnerships with our suppliers

• We promote the health of our stakeholders through healthy eating education 

A few of their past sustainability successes include:

Since the company takes a holistic approach to sustainability, it maintains high expectations for all products sold in its stores, whether they come from vendors or are part of Whole Foods Market's private label.

In addition, the company has specific and rigorous standards for several product lines:

• Beauty and Body Care Standards
• Supplement Standards
• Household Cleaning Product Standards
• Food Ingredient Standards

These additional standards are aimed to promote good health for Whole Foods Market customers and the planet. They include prohibited ingredients, labeling requirements, and quality standards that all prospective suppliers should review before submitting products to Whole Foods Market.

Source: Whole Foods Market

Another arm of Whole Foods Market's impact goals is its Sourced for Good Products initiative. This initiative uses selected products to support important issues like worker welfare, education programs, and health care.

Under this program, they collaborate with third-party certifiers such as:

• Fair Trade USA
• Rainforest Alliance
• Fairtrade America
• Fair Food Program
• Equitable Food Initiative
• Regenerative Organic Certified

In 2023, Sourced for Good premiums raised $9,351,000+ that were sent back to suppliers to help benefit workers, their communities, and/or the environment. 

Other current Whole Foods Market sustainability goals include:

The company publishes a yearly impact report where they share current progress on their goals and areas where they are still seeking improvement.

Whole Foods Market doesn’t currently have publicly available sustainability requirements for supplier packaging.

However, since the company prioritizes sustainability, vendors can improve their chances of being carried by Whole Foods Market by maximizing their positive environmental impact.

Here are some of the ways you can make sure your packaging aligns with Whole Foods Market's values:

In addition to working to comply with Whole Foods Market’s sustainable packaging guidelines, we encourage brands to consider the following: 

• Maximizing recycled content across all materials, especially post-consumer content

• Choosing responsibly sourced and/or certified Virgin inputs when required

• Designing for ready recyclability, including curbside and thin film packaging

• Avoiding “compostable” plastic packaging that is rarely environmentally preferable

• Evaluating opportunities for reusable packaging thoughtfully

• Reducing waste through swaps like zero waste label release liners

• Piloting innovative materials like Black Algae Ink or Seaweed Film Windows

Whole Foods Market does not currently have a publicly available set of guidelines for supplier packaging. However, sustainability is a core element of the company’s values, and potential suppliers should follow best practices like:

• Maximizing recycled content

• Designing for ready recyclability or reuse

• Reducing unnecessary packaging materials

• Implementing clear, accurate labeling

• Following biodegradable requirements for products such as groceries

• Eliminating single-use plastics in favor of eco-friendlier options

Whole Foods Market does not have a publicly available list of its packaging standards. However, there are some materials they have eliminated from specific product categories. 

Non-Biodegradable Packaging Materials: Banned from all grocery and whole body deliveries 

Styrofoam: Removed from all meat packaging and food service packaging in the United States and Canada 

Generally, brands looking to work with Whole Foods Market should avoid packaging materials that are difficult to recycle, contain chemicals of concern, or have a negative environmental impact.

Whole Foods Market does not require general certifications to submit products to their stores. However, certain products or ingredients may be necessary to show third-party certifications.

• Beauty and Personal Care Products: Any products presented as organic must be third-party certified through a USDA-accredited certifying agent

• Animal Welfare Standards: Products containing animal ingredients must back up welfare claims with third-party verification

Since Whole Foods Market prioritizes clear, transparent, accurate labeling, all brands should ensure their product labeling meets these standards. Implementing end-of-life labeling such as How2Recycle can help elevate your brand’s chances of being carried by the retailer.

Whole Foods Marketrequires potential suppliers to register in their Supplier Portal. They remind brands that all products sold in Whole Foods Market stores must meet their rigorous Quality Standards, including standards that may not be listed publicly.

Since Whole Foods Market receives many new product inquiries, they encourage brands to provide complete, accurate information, and ensure their products meet published standards before applying.

Whole Foods Market also operates a Local and Emerging Accelerator Program (LEAP) for small brands and up-and-coming suppliers. Brands selected as participants receive education and mentorship to help them develop their businesses and refine their offerings to qualify for placement in Whole Foods Market.

Are you working with Whole Foods Market or looking to have your brand carried in their stores?

EcoEnclose is ready to help you develop packaging solutions that align with Whole Foods Market's high sustainability standards and help you put your best foot forward.

Here are specific ways we’ve helped supplier brands for Whole Foods Market:

Efficient Packaging Design

Choosing efficient, low-waste packaging helps your brand stand out on the shelf and meet Whole Foods Market's sustainability requirements. EcoEnclose works with your brand and analyzes your product line to find areas where you can reduce packaging waste and choose the best size, shape, and type.

Finding Plastic Alternatives

Since Whole Foods Market prioritizes reducing plastic use, particularly single-use plastic, EcoEnclose can help your brand transition to eco-friendlier alternatives such as recycled content, aluminum, or paper.

Source Biodegradable Packaging and Materials

From start to finish, we can help you design your entire supplier process to ensure your packaging meets biodegradability and recyclability standards for Whole Foods Market vendors.

Clear Labeling

EcoEnclose assesses your current packaging to ensure your labeling meets Whole Foods Market's standards for clarity and accuracy. We help you design product labeling that lets your product shine while giving customers the information they need.

How2Recycle® Labeling

Whole Foods Market encourages using clear labeling to help customers make smart choices. EcoEnclose helps brands navigate the How2Recycle® request and labeling process.

Custom Branding

Whole Foods customers often prioritize a clean, conscious lifestyle. We can help you develop or refresh your branding to help your product stand out on shelves.

Our unique Sustainable Packaging Framework helps streamline decision-making, and our rigorous standards for all products ensure your packaging meets and exceeds the sustainability standards set by Costco. We leverage our experience working with hundreds of brands, from the smallest startups to the most robust enterprise brands, to help you create a working packaging strategy.

To get started, request free samples, explore our extensive resource library, or get in touch for a free consultation.

• Whole Foods Market Environmental Stewardship
• Whole Foods Market Supplier Guidelines
• Whole Foods Market Commitment to Reducing Single-Used Plastics
• Whole Foods Market Quality Standards
• Whole Foods Market 2023 Impact Report

EcoEnclose is the leading sustainable packaging company that provides eco-packaging solutions to the world’s most forward-thinking brands.

We develop diverse, sustainable packaging solutions that meet our rigorous research-based standards and customers’ goals. We drive innovative packaging materials to market and consistently improve the circularity of existing solutions.