Peapod Picks Incubator Program Winner
Peapod Digital Labs (PDL), has selected Whole & Free Foods as the winner of its 2022 Incubator Program. The initiative partners with certified, diverse-owned suppliers to identify opportunities for new private-labeled products.
Whole & Free Foods Co-owners Trish Thomas and Nichole Wilson founded the company to market and sell foods that are free from the top 14 allergens, corn and sugar. Additionally, they have the production capabilities to produce any cracker, crispbread, or cookie that is free from the top allergens and corn.
The Chicago-based company was among five participants in PDL’s program that learned from the company’s private brands team about the private brand structure and goals, and received a concentrated look at the companies of Ahold Delhaize USA. Participants then proposed their product concepts for consideration during a live, in-person pitch session.
"While everyone gave a great pitch, Whole & Free Foods really stood out by applying everything they learned in the Incubator,” said Amy McClamrock, director, Private Brands Operations. “They have a unique, niche product and were able to demonstrate why it would be an asset to our private brands portfolio. Not only do they address a customer and market opportunity, but they complement our broader strategy of health & wellness and local products.”
PDL officials said its private brands team selected Whole & Free Foods based on several criteria, including product positioning, consumer/market trends, sales/market opportunity, distinctive competency, pitch delivery and private brand product fit. Whole & Free Foods will now have the opportunity to explore areas of future cooperation and collaboration with the Private Brands team.
“Our entire Private Brands Leadership Team was very impressed with each participant in this Incubator program,” said Ian Prisuta, senior vice president, Private Brands. “They demonstrated a passion for their products and desire to learn the private brands business. As a result, we’ve decided that we are going to explore areas and opportunities for further cooperation with each participant, not just the winner.”