Just last year, Regina Cowles sat in a packed room, learning how to get her spicy Italian garlic mixes on the shelves of Whole Foods stores. On Tuesday, she took center stage, sharing her success story.
Cowles, of Regina Cucina, was among the vendors addressing representatives from more than 150 companies from five states at the second annual seminar hosted by Whole Foods Market.
The two-day event at the Belmar Event Center in Lakewood gives local vendors a chance to find out if they meet the grocer’s standards and to ask questions of Whole Foods grocery specialists and buyers about distribution, packaging and customer service.Today, about 125 of those who attended Tuesday will show their products to Whole Foods buyers for review and appraisal.
“We built our business supporting local vendors,” said Will Paradise, Whole Foods Rocky Mountain regional president. “Not only do we help them, they help us grow our business. We are constantly trying to find unique, small, different artisan products.”
After attending the seminar last year, Cowles worked with Whole Foods on repackaging her product, which she’d been selling for five years at farmers markets and other locations. Her products finally hit Whole Food shelves in July.
They were among 500 new products Whole Foods picked up from last year’s seminar, Paradise said.
“Being in Whole Foods, there is definitely a status, a recognition, a level that comes from being there, but you also have to work hard,” said Cowles, whose sales have quadrupled since entering Whole Foods.
Many of the business owners at the session said their organic and natural products complement Whole Foods’ mission, but they are also attracted to it because the company allows them to enter one store at a time if they choose.
That approach appealed to Robert Helmer of Palisade- based Alida’s Fruit.
“They’ll work on a smaller basis and let you expand as you can,” said Helmer, who hopes to bring his peaches, dried fruit, syrup, candy and other products into Whole Foods.
Esther Lewis brought two bottles of her Pagochea Caribbean hot sauce. The Denver- based company sold 3,000 bottles last year at farmers markets and street fairs.
“Getting into Whole Foods would mean sharing what we have created with the world and with our community,” she said. “And it also boosts our business.”
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
