Note: This story was written in anticipation of Small Business Saturday, which takes place Nov. 28, 2015. More than 22 percent of consumers said they will shop for the annual event, according to the National Retail Federation.
Huntsville's newest retail giant may carry lots of big brands, but several smaller suppliers are also benefiting from the exposure.
Whole Foods Market launched earlier this month to thousands of eager shoppers at the corner of Bob Wallace Avenue and Memorial Parkway. For local Whole Foods suppliers like Straight to Ale, the foot traffic brings more revenue and extra eyes to their products.
The store, which specializes in foods free of artificial flavors, colors, sweeteners, preservatives and hydrogenated fats, carries Straight to Ale's four core brands and some seasonal bombers. The growler filling station and on-site Spazio pizza restaurant also feature Straight to Ale brews.
"Whole Foods has given us another avenue to sell our locally-produced beer," said Straight to Ale Operations Manager Matt Broadhurst. "People that shop Whole Foods might never venture into a growler shop on a day to day basis but they might see the growler fill station and take notice and get a growler of Aleraiser Dunkelweizen to go."
Whole Foods currently has 11 local suppliers, including:
- Straight to Ale
- Pizzelle's Confections
- Clover Coffee
- The Hummus People
- Southern Foothills Farm
- Yellowhammer Brewing
- Salty Nut Brewery
- Trim Tab Brewing Co.
- Green Pea Press
- Piper & Leaf
- Humble Heart Farms
The company is working with about 15 other area businesses whose products haven't yet hit the shelves in Huntsville.
Lauren Bernath, spokeswoman for the Texas chain, said Whole Foods has very stringent standards for which local artisans it will feature in stores. She said team members regularly work with suppliers to verify new products meet the company's quality standards.
"As part of our due diligence process, we review ingredients and also visit manufacturing facilities," she said.
Shannon King, owner of Clover Coffee in Decatur, has several locally-produced items at the new Whole Foods. Her Clover Coffee roasted beans, Jubilee Cold Brew concentrate, and Hella Good espresso meat rub are on shelves now.
King, who will have additional items at Whole Foods soon, plans to offer samples from 10 a.m. to 2 p.m. Dec. 12 for a holiday store event. She is hopeful her audience will grow as new customers learn about her products.
"I have a great following, but many people still have not heard of me or cold brew," she said. "This is great exposure to the people who would love my products."
Piper & Leaf, which creates gourmet tea blends at Lowe Mill ARTS & Entertainment, is in the process of expanding to a second location in Huntsville. The family-owned company is reaching new clients by selling its popular Front Porch Special and Briar Patch ready-to-drink teas at Whole Foods.
Co-owner Connor Knapp said they are talking with Whole Foods to carry Piper & Leaf's loose-leaf tea and other potential products.
"Whole Foods introduces Piper & Leaf to a new market that appreciates where food comes from but may not have visited one of the farmers markets we attend," he said. "It also helps expose P&L to handling a larger market and large store relationships."