2025 Rising Stars: Gabby Toscano of Whole Foods Market
Every year, Store Brands sets out to recognize the next generation of private label leaders, individuals who are not only excelling in their roles but also driving meaningful progress across the industry. The 2025 Rising Stars embody the innovation, energy, and strategic thinking that are essential to keeping store brands competitive, relevant, and compelling to today’s consumers.
This year’s honorees share a deep commitment to delivering value, quality, and fresh ideas to their companies and retail partners. Whether launching new product lines, strengthening brand identities, or collaborating across teams to improve execution, each of these professionals brings passion and purpose to their work.
The impact of these Rising Stars is already being felt across the private label landscape. Many have played pivotal roles in building more shopper-centric brands, streamlining supply chains, or identifying on-trend innovations that resonate at shelf. In an era where private brands are gaining ground, their efforts are helping to redefine what store brands can be.
As the private label industry continues to evolve, future success will depend on a new generation of leaders. Their drive, insights, and collaborative spirit are setting a new standard, one that ensures the future of store brands is bright, bold, and built to last.
Gabby Toscano
Principal Sourcing Leader, Meals
Whole Foods Market
Gabby Toscano is redefining what success looks like in private brand sourcing at Whole Foods Market. As principal sourcing leader for the Meals category, Toscano has helped deliver more than $200 million in annual sales with 8% year-over-year growth and a 10% increase in performance over forecast, all while maintaining a 98% fill rate, the highest in her team.
Her strategic sourcing and assortment decisions have translated into standout results. Toscano led the reset of 13 oil SKUs to manage inflation-driven shelf costs, reformulated a key pickle item, and introduced six new shelf-stable condiments. She’s known for her data-driven mindset and ability to blend financial strategy with customer-first innovation.
Toscano’s impact extends beyond numbers. In 2024, she hosted her first Joint Business Planning sessions with key suppliers and represented Whole Foods at global trade shows, initiatives that helped capture $7.4 million in added value and bolstered critical supplier relationships.
She also played a pivotal role as Seasonal Sourcing Captain, spearheading the successful rollout of 69 Exclusive Brand limited-time offers (LTOs), which drove a 13% lift in seasonal sales. Toscano not only improved internal alignment by integrating LTO workflows across branded and center store teams but also strengthened execution timelines and collaboration.
Her commitment to growth is reflected in her completion of the Stagen Foundational Leadership Program, showcasing a dedication to developing as an empathetic and visionary leader.
Colleagues describe Toscano as a strategic thinker with sharp attention to detail and a relentless focus on product quality and customer satisfaction.