With 2 new stores open and 4 more on the way in the next few weeks, it's a super exciting time for Whole Foods Market UK. They have a track record of backing challenger brands before they were mainstream (often as their first retail listing) and helping build the categories that define modern food retail. We sat down with Jade Hoai to find out how they keep doing it.

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Tell us about your role at Whole Foods Market UK and what it involves.

"As Executive Leader of Purchasing at Whole Foods Market UK, my role is to shape the range our customers see in-store - from discovering new and emerging brands to building long-term partnerships with established suppliers. It's about balancing quality, innovation and commercial performance, while staying true to our values as a retailer.

I work closely with founders, often from the very early stages of their journey, helping bring their products to market and supporting their growth. A big part of the role is understanding what our customers are looking for, and making sure our shelves reflect not just demand, but where we see the category going."

You're overseeing the launch of six new London stores. What does a campaign of that scale look like, and how do you keep it local?

"Opening six stores in a short space of time is a significant milestone for our UK business, but it's never about a one-size-fits-all approach.

Each store sits within its own community, so while there's a consistent Whole Foods Market messaging, the detail and the platform is always localised to ensure that the marketing is authentic and intentional.

We're also introducing a selection of Whole Foods Market exclusive products, which will be exclusive to our stores during this opening period. Meaning that from when we open the doors in Angel right through to St James' in June consumers can only get their hands on these products in our stores.

However, to ensure that these product selections are localised, we will be running targeted in-store sampling that allows consumers to taste products that reflects their local community. For Angel this comes in the format of Mojo Mate - a caffeinated drink, created in The Netherlands, which is made with South American mate leaves. We will also have limited-edition tote bags available at each of our openings, bespoke to each location and are continuing our relationship with The Felix Project to donate a van full of food to communities local to each of our new openings."

As clean label becomes mainstream, does that make your job easier or harder?

"In many ways, it raises the bar.

Whole Foods Market has always set the standard when it comes to ingredient quality and organic sourcing - long before it became part of the mainstream conversation. Every product we sell must meet our Quality Standards, which means no hydrogenated fats, high-fructose corn syrup or over 300 commonly used ingredients, alongside strict standards across body care and supplements.

As more retailers move in that direction, it's positive for customers, but it also means we need to be clearer about what sets us apart. For us, it's not just about what's not in a product. It's about quality, sourcing, integrity and the story behind it.

That also means looking ahead, including supporting regenerative agriculture and the next generation of products coming through. Our role is to make sure customers understand that difference, not just see a label."

For brands stocked across your new stores, what marketing partnership opportunities are available?

"For us, it's always about partnership rather than just promotion. Across our new stores, brands can play a role in bringing the space to life - through in-store storytelling, tastings, window features, and founder-led moments that help customers connect with the people behind the products.

One of the things we value most is the freedom to be creative and disruptive. We've surprised travellers with pumpkin pie at Heathrow for Thanksgiving and recreated immersive dining experiences in-store. It's about giving brands real visibility and interaction, while creating memorable moments our customers genuinely engage with."

How do you ensure Whole Foods Market stays at the forefront of a crowded health food market?

"We've always focused on discovering and supporting brands early, often acting as their first retail partner, helping bring them to market and giving them a platform to grow. That means we're not just responding to trends, we're helping shape what comes next.

From then on we stay close to both our customers and the founders we work with. That gives us a strong sense of where the category is moving, but also what genuinely resonates.

More than anything, it comes back to trust. Customers expect a certain standard from us, and our quality standards underpin every decision we make while continuing to introduce something new."

Check out Whole Foods Market UK: Website - LinkedIn - Instagram

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