2025 Rising Stars: Morgan Tamez 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.
Morgan Tamez
Senior Team Leader, Exclusive Brands
Whole Foods Market
Morgan Tamez is redefining leadership and innovation within Whole Foods Market’s Exclusive Brands division. As a Senior Team Leader, she brings a strategic mindset and a passion for problem-solving that has directly impacted both her team and Whole Foods Market customers.
Known as a servant leader, Tamez combines intelligence, empathy, and a commitment to continuous improvement. She is highly respected for her ability to navigate complex challenges with clarity and positivity, always seeking collaborative solutions that benefit internal teams and external partners alike.
Tamez has authored and is now executing a multi-year strategy focused on bringing trendy, seasonal, and innovative flavor offerings to the retailer’s Candy, Snacks, and Beverages private brand assortment. Her leadership has fueled the development of crowd-pleasing products that reflect consumer demand for bold, fun, and globally inspired flavors. Recent standouts include honey mustard, spicy dill, Mediterranean herb, BBQ habanero, and white cheddar snacks.
Working cross-functionally with product and design teams, Tamez champions a “Yum and Fun” approach, emphasizing flavor-forward innovation paired with engaging packaging and brand storytelling. Her deep respect for supplier relationships, coupled with strong listening and communication skills, has made her an effective and inspiring partner across the private label ecosystem.
