2024 Store Brands Rising Stars: Carla Conrad at Whole Foods Market
The rising stars across private label are shining brighter, reflective of an industry in the midst of robust growth and needing younger talent to develop new methods of doing business at a time when growth opportunities are robust.
The Fifth Annual Store Brands Rising Stars honors this crop of new talent that is driving sales from the retail and supplier sides of the business. Private label product sales over the past year continued to grow and the efforts of retailers through the first half of 2024 show an ongoing appetite for products that are unique and also offer shoppers a strong value.
RELATED: Meet the Store Brands Rising Stars Class of 2024
This year’s list of Rising Stars provides insight into how a new crop of talented individuals under the age of 40 are pushing the industry forward and continuing to innovate.
Carla Conrad
Whole Foods Market
Carla Conrad has been instrumental in developing and growing Whole Foods Market's sensory programs, a testament to her dedication and innovative approach to product development. Reflecting on her career journey, she attributes her success to the empowering culture at Whole Foods Market and the invaluable mentorship she has received.
"I’ve been fortunate to have leaders and mentors who empower me to grow and develop myself," said Conrad, a senior manager of Product Development. "Whole Foods Market embraces a culture of empowerment where if a team member sees a business need or opportunity, we’re given the runway to create solutions, test, and iterate to make them work for the business. That’s been my story as I’ve developed and grown our sensory programs."
Daily, she finds immense joy in her work, particularly in interacting with her sensory panel and leading training. Conrad gets to taste each Whole Foods Market Exclusive Brands product during its development.
Her leadership and innovative approach have had a significant impact. Starting as a one-person team in 2016, she built the grocer’s Sensory Program for Private Brands. Her collaborative nature and ability to build trust with key stakeholders have allowed her to expand the program's reach, ensuring that new products not only taste great but also resonate with customers.
In her role at Whole Foods, Conrad created detailed profiles for nearly 3,500 SKUs under the 365 and Whole Foods Market brands, each serving as a unique "fingerprint" to ensure consistent quality and customer satisfaction. She also launched the "Taste Buds" consumer acceptance panels, which play a crucial role in refining products to guarantee they delight customers and drive repeat purchases.
On April 1, 2024, Conrad transitioned into the role of senior manager of Product Development, where she will continue to guide strategy and innovation for Whole Foods Market.
"I’m so honored to be named a Store Brands Rising Star," said Conrad. "I’m excited to bring awareness to what we do daily to satisfy and delight our exclusive brands' shoppers. It’s a privilege to represent Whole Foods Market and the technical expertise that guides our exclusive brand products.”
