HP2P and Whole Foods Market

Whole Foods Market started planning to establish a Harlem store in 2013, when the community’s resistance to corporations driving gentrification was already high and rising. By working closely with HP2P, Whole Foods Market achieved one of the most successful local supplier launches in company history.

Objective

Whole Foods Market aimed to create positive community engagement and source products from local suppliers in order to ensure a successful Harlem store launch in 2017.

Strategy

Harlem Park to Park helped Whole Foods Market reach both sides of the aisle by 1) implementing a high-impact consumer engagement strategy through brand partnership programs, and 2) developing a local supplier development program.

Results

  • Created customized local supplier development program (Harlem Local Vendor Program) to source vendors for the new store

  • 20 HLVP graduates launched in the Harlem store

  • WFM Harlem store sales were above planned projections in 2017-2018 with Harlem local vendors continuing to be a key driver for high customer foot traffic and sales

  • WFM executives credit strategic partnership with HP2P for Harlem’s store success and have expanded Harlem local supplier presence in the Harlem store and other WFM stores throughout NYC and NJ.

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