Whole Foods Market: Beyond The Board

Recent episodes

1. Beyond the Board – Fishwife Tinned Seafood from Whole Foods Market: Beyond The Board

   Jul 30, 202642 min

   Becca Millstein, co-founder and CEO of Fishwife, joins Whole Foods Market CMMO Sonya Gafsi Oblisk on how she disrupted the tin fish aisle. We cover: How tapas bars in Spain and a pandemic-era light bulb moment led to the fastest-growing premium tinned fish brand in America The story behind the name "Fishwife" and the iconic illustrated packaging Sardine girl summer, Kitchen Couture, and how Fishwife breathed new life into the category Enjoyed this episode? Follow Beyond the Board for conversations with the founders, innovators, and thought leaders shaping the future of food – and the stories behind the brands you love. At a Glance: 0:08 – What is Fishwife? 1:30 – From tapas bars in Spain to a pandemic light bulb moment 9:40 – The name "Fishwife" and reclaiming brash 11:10 – Building the brand with illustrator Danny Miller 14:30 – Sardine girl summer and the tin fish trend cycle 18:50 – Sourcing standards: building a supply chain with Whole Foods 27:00 – Innovation, collabs, and doing two brand partnerships a month 33:00 – The Whole Foods x Fishwife tote bags – designed in 24 hours 39:50 – Lightning Round

2. Beyond the Board - Jay Shetty of Juni Tea from Whole Foods Market: Beyond The Board

   Jul 9, 202650 min

   Jay Shetty – bestselling author, award-winning host of the On Purpose podcast, and co-founder of Juni adaptogenic sparkling tea – joins host Jason Buechel, Whole Foods Market CEO, for a special live episode. Jay shares the unlikely path from stocking grocery shelves in London to living as a monk for three years – and why he believes the cure for burnout isn't slowing down, it's reconnecting with purpose. From a practical framework for staying grounded to the childhood memory of sharing tea with his mom that inspired Juni, this conversation unpacks what it means to build a brand rooted in presence and connection. Enjoyed this episode? Follow Beyond the Board for conversations with the founders, innovators, and thought leaders shaping the future of food – and the stories behind the brands you love. At a Glance: 1:20 – From grocery store shelves to monk life 5:09 – Three years as a monk: what Jay learned about the mind-body connection 8:00 – Ancient wisdom meets modern science 18:00 – The role of purpose at work (and the Yale study that proves it) 24:00 – TIME: A four-part framework for well-being 30:33 – How food became central to Jay's wellness journey 33:00 – The origin story of Juni: a mother-son tea tradition 35:41 – Building a brand with his wife (and being her guinea pig) 40:50 – Why Whole Foods Market was always the dream 45:51 – Lightning Round

3. Beyond The Board with Momofuku from Whole Foods Market: Beyond The Board

   Jun 11, 202633 min

   Whole Foods Market CEO Jason Buechel sits with, David Chang, chef and founder of Momofuku Goods, who shares his hacks to making home cooking easy. We also discuss: Despite being a successful chef, David's kids remain his toughest critics. David's personal journey becoming a home chef in the pandemic helping to influence Momofuku Goods. David's life as a young chef in New York. Did you enjoy listening to this episode? Don't forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.

4. Beyond The Board with Wild Wonder from Whole Foods Market: Beyond The Board

   May 28, 202630 min

   In this episode of Beyond the Board, host Sonya Gafsi Oblisk sits down with Rosa Li, founder of wildwonder, to explore how her grandmother's healing tonics — rooted in centuries of traditional Chinese herbal wisdom — inspired her to create one of the fastest-growing functional beverage brands in the country. Rosa shares the deeply personal story of growing up in her grandmother's kitchen in Beijing, where simmering herbs and handcrafted remedies were the answer to everything from digestive health to glowing skin, and how that heritage became the foundation for a brand that bridges two worlds: Eastern herbal wisdom and California's vibrant produce stand culture. From launching at the height of COVID to landing on Whole Foods Market shelves and appearing on Shark Tank, Rosa opens up about the grit it took to build wildwonder from the ground up. She shares why she refuses to give up taste for health, how she's putting a modern twist on ancient wisdom with flavors like Raspberry Lychee and Pink Pomelo Limeade, and the emotional moment her dad started volunteering to stock wildwonder on Whole Foods shelves in Indiana, proudly telling store managers it was his daughter's product.

5. Beyond The Board with Bobbie from Whole Foods Market: Beyond The Board

   May 14, 202644 min

   In this episode, we're sitting down with Laura Modi, co-founder, CEO, and mother of four, who left a career at Airbnb to revolutionize the infant formula industry with Bobbie. In this deeply personal conversation, Laura shares the late-night pharmacy run that changed everything, why she built a formula that meets European nutritional standards with domestically sourced organic ingredients, and what it means to finally see her "baby" on Whole Foods Market shelves. From navigating the 2022 formula shortage to launching at Whole Foods Market, Laura's story is one of grit, gut instinct, and an unwavering commitment to feeding the next generation better. She opens up about the stigma surrounding formula feeding, pitching investors while pregnant and why motherhood and founding a company aren't all that different.

6. Beyond The Board with Kimono Mom from Whole Foods Market: Beyond The Board

   May 7, 202615 min

   In this episode of Beyond the Board, host Sonya Gafsi Oblisk sits down with Kimono Mom founder Moe to explore her remarkable journey, from her early career as a geisha to becoming a global content creator, and how her passion for Japanese home cooking ultimately led to a product on Whole Foods Market shelves. After experiencing postpartum depression following the birth of her daughter, Moe turned to YouTube as a way to share her story and reconnect with her love of cooking. Since then, she has built a community of more than 2 million followers across 190 countries and has traveled throughout the U.S., visiting over 100 Whole Foods Market stores and sharing her Umami sauce. This inspiring conversation on entrepreneurship and motherhood is one you won't want to miss. At a glance: 1:03 – Art of Geisha 3:35 – The start of content creation 5:00 – Beginning of Kimono Mom Umami Sauce 6:09 – Cooking with umami sauce 7:02 – Discovering Whole Foods Market 9:15 – One road trip to 100 WFM stores 12:09 – Redefining success as a mother 13:00 – Lightning Round

7. Beyond The Board with Gotham Greens from Whole Foods Market: Beyond The Board

   Apr 30, 202620 min

   In this episode of Beyond the Board, host Sonya Gafsi Oblisk sits down with Viraj Puri, co-founder and CEO of Gotham Greens, inside one of the company's original rooftop greenhouses — perched right on top of the Whole Foods Market store in Brooklyn. Surrounded by fresh basil and rows of leafy greens, Viraj shares how a fascination with the farm-to-table movement and a background in environmental engineering sparked this idea: leverage climate-controlled greenhouses to grow fresh produce year-round in the heart of New York City. From a small demonstration-scale greenhouse in Brooklyn to 13 facilities across nine states and nearly 700 employees, Gotham Greens has redefined what it means to be a local grower on a national scale. Viraj opens up about the "three-legged stool" that built the business: brand storytelling, proven greenhouse technology, and a supply chain rooted in proximity to consumers, and how the relationship with Whole Foods Market helped fuel that growth. He also dives into the staggering environmental impact of their model, including saving 300 million gallons of water annually and producing 30 times more per acre than traditional farming, all while delivering pesticide-free greens to stores within 24 hours of harvest. Whether you're in the food industry or simply someone who cares about where your salad comes from, this episode is a fresh take on innovation, sustainability, and the future of food. At a glance: 1:20: Inspiration for Gotham Greens 2:35: The Business of Food 4:00: "Aha Moment" and Conscience Capitalism 6:00: Balancing Innovation and Quality 8:25: The relationship with Whole Foods Market 12:05: Year-long growing techniques 13:58: The importance of water efficiency 15:09: Addressing food insecurity 16:30: Lightning round

8. Beyond The Board - Mill from Whole Foods Market: Beyond The Board

   Apr 16, 202633 min

   From starting his career developing the iPhone to revolutionizing home technology with Nest, Matt Rogers has always been driven by a mission to bring beautiful design and intelligence to everyday problems. In this episode of Beyond the Board, Mill co-founder Matt Rogers sits down with Whole Foods Market CEO Jason Buechel to discuss his latest venture: food waste. Inspired by his own observations during COVID and trained by Steve Jobs to see details in everyday life, Matt recognized that food waste, responsible for 10% of global emissions and $400 billion in wasted food annually, was a problem worth solving. Now, Mill is bringing the same design excellence and customer obsession he learned at Apple to create an easy-to-use, sleek solution that makes reducing food waste as simple as using a trash can. This conversation explores how two mission-driven companies – Mill and Whole Foods Market – are working together to combat food waste. Matt shares insights on building missionary teams, the importance of starting with the hardest problem (the home), and the impact of bringing Mill Commercial into Whole Foods Market stores in 2027. From Apple's culture of customer obsession to Mill's vision of a world without waste, this episode reveals how great mission combined with great people creates transformative change. At a glance: 1:11 – The impact of Steve Jobs and Apple 3:45 – Entrepreneurial spirit 6:30 – Being customer obsessed 8:15 – Inspiration behind Nest 12:34 – Early days of Mill 16:28 – Tackling the challenges of composting 19:07 – The importance and ease of design 20:58 – The mobile app 21:41 – Mill x Whole Foods Market 2027 25:00 – The future of food waste 30:00 – Secret Sauce of Mill 32:30 – Lightning round

9. Beyond The Board with Graza from Whole Foods Market: Beyond The Board

   Apr 2, 202648 min

   On this episode of Beyond the Board , Whole Foods Market CEO Jason Buechel sits down with Andrew Benin, co-founder and CEO of Graza, live from Expo West. Together, they explore how Andrew has disrupted the olive oil industry through unique packaging, product obsession, and authenticity. From a sensory experience while visiting his wife's family in Spain to becoming the fourth-largest extra virgin olive oil brand in America, Andrew opens up about the challenges of convincing traditional olive oil producers to embrace unconventional packaging, the shower moment that sparked the squeeze bottle idea, and how he saw opportunity when others saw difficulty. The conversation explores the risks and rewards of rapid growth, being discovered early on by Whole Foods Market and why Graza waited two years to expand beyond olive oil – hello, mayo! Don't miss this candid conversation about innovation, intuition and building something different in a crowded category. At a glance: 0:55 – Expo West 1:58 – The beginning of Graza 6:30 – The squeeze bottle shower moment 12:26 - Sizzle vs Drizzle 18:29 – Scaling through meaning 20:34 – Expanding the supply chain 22:06 – "Aha Moment" 23:27 – First time seeing the product on shelf 25:22 - Lessons learned 27:10 – Secret sauce of Graza 30:50 – The Whole Foods Market Experience 32:42 – Exploring Graza Mayo 37:50 – Customer Feedback 39:47 – Brand collaborations 41:46 – What's next? 43:52 – Defining success 45:45 – Lightning Round

10. Beyond the Board with Fable Fish [Trend Spotlight: Year of the Female Farmer] from Whole Foods Market: Beyond The Board

    Mar 19, 202642 min

    In this special episode filmed at Expo West 2026, we sit down with Meghan Luck, co-founder of Fable Fish, to explore how a childhood spent on Alaskan fishing boats transformed into a mission-driven snack brand. As part of 2026's Year of the Female Farmer trend, Meghan represents a new generation of female entrepreneurs reimagining traditional food systems by turning her family's smoked salmon recipe into an everyday snack that makes wild, nutrient-dense protein more accessible. Fable Fish isn't just about functional snacking, it's also solving a problem in the seafood industry. When Bristol Bay's 2022 sockeye run reached a historic 79 million fish, Meghan and her dad, a longtime Alaskan fisherman, saw an opportunity to add value to underutilized byproduct: the perfectly good "necks and tails" that didn't meet retail specs for center-cut fillets. Meghan shares how Whole Foods Market's Local and Emerging Accelerator (LEAP) program has provided a community of founders facing similar challenges from packaging decisions to scaling sustainably. Her advice? Trust your gut, never cut corners on quality, and surround yourself with people who know what you don't. At a glance: 00:46 – Inspiration for Fable Fish 02:32 – Historical Bristol Bay sockeye run 03:32 – Salmon byproduct 06:12 – Early iterations of product development 07:08 – Career history and evolution 11:45 – Whole Foods Market LEAP Program 16:10 – Business challenges 19:50 – Backstory on Fable Fish packaging 21:03 – How customers are consuming the product 22:58 – What is sockeye salmon? 26:50 – Meeting customers where they are 27:50 – Where Meghan hopes to see Fable Fish in 5-10 years 31:54 – Impactful drivers for Success 33:40 – Family ties 35:24 – Building the brand and responsibly scaling 38:51 – Delightful customer stories 40:26 – Lightning round

11. Beyond the Board with Kosterina [Trend Spotlight: Very Vinegar] from Whole Foods Market: Beyond The Board

    Mar 12, 202623 min

    In this episode of Beyond the Board , host Sonya Gafsi Oblisk sits down with Katina Mountanos, founder of Kosterina. Listen as they discuss how personal frustrations in the grocery aisle turned into a brand rooted in Mediterranean tradition. After spending years in investment banking and CPG, Katina set out on a mission inspired by her family's ties to Greece: to bring truly high-quality, high-polyphenol extra virgin olive oil to American consumers. What began as a passion project built around incredible taste soon grew into something bigger, a wellness platform grounded in the science of the Mediterranean diet and the benefits of early-harvest olive oil. Throughout the conversation, Katina shares what actually makes olive oil exceptional, from hand harvesting and same-day milling to carefully controlled transport, and why most people in the U.S. have never really experienced olive oil at its best. A certified olive oil sommelier, she also breaks down the role of polyphenols, the antioxidants that give high-quality EVOO its health benefits, and explains why the Mediterranean diet continues to rank as the #1 diet for overall health year after year. Along the way, she clears up common misconceptions, including the difference between filtered and unfiltered olive oil, and how Kosterina approaches clean, simple ingredients across its products. Just when you think the conversation has covered everything olive oil, she shares what's next for the brand: vinegar. Included in the 2026 Whole Foods Market Trend Report as part of the "Very Vinegar" movement, Katina talks about how customers are reimagining unique ways to consume vinegars. This episode offers a look at how Kosterina is building a cross-category wellness brand centered on flavor, transparency, and the timeless principles of Mediterranean living. At a glance: 06:45: Career History 08:10: Early passion for olive oil 09:30: Olive Oil 101 13:57: The impact of the Mediterranean lifestyle 16:06: Extra Virgin Olive Oil Shot 18:18: Trends Spotlight: Very Vinegar 19:29: How customers are reimagining vinegar 21:18: Visit kosterina.com for recipes, products and more 21:41: What's next for Kosterina 22:48: Lightning Round The information provided on this episode is for general knowledge and informational purposes only, and does not constitute medical advice. It is essential to consult with a qualified healthcare professional for any health concerns or before making any decisions related to your health or treatment. The content on this episode is not a substitute for professional medical advice, diagnosis, or treatment.

12. Beyond The Board - Cloud23 from Whole Foods Market: Beyond The Board

    Feb 26, 202622 min

    In the countdown to this year's Expo West, we're beyond excited to take it back to where it all began — our very first Beyond the Board Podcast conversation, recorded live at last year's Expo with none other than Cloud 23 founder, Brooklyn Peltz Beckham. The energy, the insight, the moment that started it all… and now we get to relive it. Stay tuned as this re-release is one you won't want to miss! In this episode, we connect over: How a late night in the kitchen with his wife led to the inspiration and first recipe for Cloud23. Brooklyn's secret sauce to level up his dad's famous Bolognese recipe. Plus, we dive into how Gen Z consumers are shaping a better future food system.

13. Beyond The Board - Ayeya from Whole Foods Market: Beyond The Board

    Feb 19, 202634 min

    In this episode of Beyond the Board , we sit down with Olowo-n'djo Tchala, founder of Ayeya, to explore his journey from extreme poverty in rural Africa to building a purpose-driven brand. Olowo-n'djo left school in sixth grade to help his mother, learning traditional soap-making and shea butter production. Those early experiences shaped a mission rooted in dignity, trust, and economic empowerment, proving that business can be a vehicle for lasting social change. Olowo-n'djo shares his business model that prioritizes respect over charity, building inclusive "mini-corporations" that unite communities across ethnic divisions and create sustainable income for women. He also reflects on the persistence it took to build a relationship with Whole Foods Market by turning early rejection into a win-win parnership that expanded access to ethical products while creating jobs in Togo. Grounded in cultural preservation and measurable impact, Ayeya has helped support more than 250,000 families, funded clean water wells, built schools, distributed 18,000 bicycles to students, and advanced maternal healthcare initiatives. This conversation is a powerful reminder that purpose and profit, when aligned, can honor tradition, empower communities, and drive systemic change.

14. Beyond The Board - Ruby Jean's Juicery from Whole Foods Market: Beyond The Board

    Feb 5, 202611 min

    In this episode, Dr. Akua Woolbright sits down with Chris Goode, founder of Ruby Jean's Juicery in Kansas City, Missouri, to talk about legacy, community, and the freedom that comes from building something rooted in purpose. As the youngest of four children, Chris was raised with the steady presence of his grandmother, who became the backbone his family needed and the inspiration behind everything he's built. Chris shares how opening Ruby Jean's was a way of honoring her memory by transforming grief into wellness, and love into a space where community could gather and feel seen. He reflects on the power of taking up space, welcoming people in, and using vulnerability and faith as fuel for growth. From starting with limited capital in a 700-square-foot shop to navigating doubt without a blueprint, Chris opens up about the challenges of building something from the ground up and why staying bold and committed to his community matters. At the center of it all is a hope that his grandmother would be proud of the family, freedom, and sense of belonging he's created in her name.

15. Beyond The Board - National Young Farmers Coalition from Whole Foods Market: Beyond The Board

    Jan 29, 202633 min

    In this episode, we sit down with Michelle Hughes, co-executive director of the National Young Farmers Coalition to explore how young farmers are reshaping the future of American agriculture. From regenerative practices to community-centered farming, this new generation, many of them first-generation farmers, is challenging traditional models and working toward a more equitable, sustainable food system. Michelle shares the biggest barriers young farmers face, including inequitable land access, rising costs and climate impacts. We discuss how policy, nutrition assistance, and economic pressures directly affect farmers' ability to survive and thrive and why success in farming often means more than just the bottom line. Because without farms, there is no food.

16. Beyond The Board - Urban Remedy from Whole Foods Market: Beyond The Board

    Jan 8, 202631 min

    What if food wasn't just fuel, but medicine? In this episode of Beyond the Board , we sit down with Neka Pasquale, founder of Urban Remedy, to explore how her background as a licensed acupuncturist shaped a brand rooted in the healing power of food. Drawing from both Eastern and Western medicine, Neka shares how her core belief that food is foundational to health became the spark behind Urban Remedy. What began as small-scale juicing and creating anti-inflammatory meals for her acupuncture patients quickly evolved into something much bigger. Neka reflects on opening Urban Remedy's first store with no plans to scale, only to outgrow it within six months, and the steep learning curve of building a fresh, organic food business in a category that barely existed at the time. Staying true to simple, functional ingredients and minimally processed food became her north star. We also dive into Urban Remedy's partnership with Whole Foods Market, including its rare branded refrigerated kiosks designed as a "food safe space" for shoppers. Neka shares leadership lessons from the journey by empowering teams, letting go of control, prioritizing self-care and why regenerative agriculture, biodiversity, and supporting organic farming partners are essential to the future of food.Top of Form Disclaimer: The information provided on this episode is for general knowledge and informational purposes only, and does not constitute medical advice. It is essential to consult with a qualified healthcare professional for any health concerns or before making any decisions related to your health or treatment. The content on this episode is not a substitute for professional medical advice, diagnosis, or treatment.

17. Beyond The Board - Brightland from Whole Foods Market: Beyond The Board

    Dec 18, 202549 min

    In this episode, Brightland founder Aishwarya Iyer joins Whole Foods Market CEO Jason Buechel to explore how she reimagined olive oil from an overlooked commodity to a product rooted in storytelling, design, and uncompromising quality. Aishwarya shares how a move to California sparked her interest in olive oil and how her background in beauty and tech shaped Brightland's now-iconic brand and packaging. The conversation dives into the realities of building a premium food brand from the ground up through bootstrapping with personal savings, pricing for sustainability, and partnering with a multi-generational California olive farm committed to regenerative, organic practices. Aishwarya also reflects on the mental challenges of scaling, the importance of abundance thinking, and how Brightland differentiates through joy, delight, and deeply sensory experiences. From drizzling olive oil on ice cream to rethinking how consumers emotionally connect with everyday foods, this episode offers thoughtful insights for anyone curious about the future of premium pantry staples and why beauty, intention, and experience matter more than ever.

18. Beyond The Board - SideDish from Whole Foods Market: Beyond The Board

    Dec 4, 202529 min

    Join us for an inspiring conversation with Alex Snodgrass, the creative force behind The Defined Dish and founder of SideDish, as she shares her remarkable journey from food blogger to successful entrepreneur. Through consistent engagement and authentic connection with her online community, Alex built a devoted following that led to a successful cookbook featuring approachable, simple recipes that readers love. In this episode, Alex opens up about her transition from influencer to CPG founder with the launch of SideDish, a journey four years in the making. She discusses the challenges of entering the retail space, the importance of maintaining quality standards and what's ahead for SideDish. At the core of both The Defined Dish and SideDish is Alex's mission to help families gather around the dinner table with accessible, high-quality meal solutions. Delving into her approach to content creation, Alex shares her philosophy of quality over quantity and the importance of authentic community building across social media platforms. Don't miss this candid conversation about food, family, and building a brand with purpose. Did you enjoy listening to this episode? Don't forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.

19. Beyond The Board - Patagonia Provisions from Whole Foods Market: Beyond The Board

    Nov 20, 202559 min

    Join us for an inspiring discussion with Paul Lightfoot, who joined Patagonia Provisions in pursuit of a mission that perfectly aligned with his personal manifesto: saving our home planet through revolutionary food systems. In this episode, Lightfoot reveals how Patagonia's expansion into food emerged from their environmental commitment, built upon three essential pillars: superior taste, optimal nutrition, and minimal environmental impact. Discover the undeniable alignment between Patagonia Provisions and Whole Foods Market, exemplified by their collaboration on an organic, non-alcoholic Golden Brew made with perennial plants, and the exclusive launch of their wild pink salmon – a product that showcases both the challenges and opportunities in sustainable seafood sourcing. Lightfoot delves into the significance of Regenerative Organic Certified (ROC) labeling and its impact on consumer trust, while sharing Patagonia Provisions' groundbreaking work in regenerative bison farming. Learn about their latest ROC products, from bison meat sticks to crackers, and understand how individual food choices can contribute to planetary health. This episode offers valuable insights into best practices in sustainable food sourcing and demonstrates how business can be a powerful force for environmental stewardship. Did you enjoy listening to this episode? Don't forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact. The following podcast episode contains opinions, commentary, and information that have not been independently fact-checked or verified. The views expressed by the host(s) and any guests do not necessarily reflect the views of the podcast, Whole Foods Market or affiliated entities. Listeners are encouraged to conduct their own research on topics discussed and should not rely solely on the information presented in this episode as a basis for making decisions. This podcast is intended for entertainment and informational purposes only and should not be considered as professional advice on any subject matter. Age restrictions for nonalcoholic beverages may vary by state and retailer. Please drink responsibly.

20. Beyond The Board - Chamberlain Coffee from Whole Foods Market: Beyond The Board

    Nov 13, 202531 min

    In this candid conversation for Beyond the Board, Emma Chamberlain—founder of Chamberlain Coffee—shares her unexpected path from content creator to successful entrepreneur. Emma opens up to Jason Buechel (VP of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market) about how vulnerability became her superpower, both in building her online presence and in running her business. Emma takes us through her full-circle moment of discovering her products on Whole Foods Market shelves—a particularly meaningful milestone given her childhood memories of exploring new brands at the Whole Foods Redwood City location. The episode delves into Emma's deep-rooted connection with coffee culture, tracing back to her youth watching her parents' coffee rituals, through her high school years as the "coffee girl" on YouTube, and ultimately to launching her own brand. Listeners will gain insights into her hands-on approach to product development, including her home taste-testing process and her intuitive leadership style. Emma also discusses the importance of team trust, knowing when to lean on experts, and maintaining work-life balance. Her refreshing perspective on Gen Z entrepreneurship and the power of overcoming limiting beliefs makes this episode a must-listen for aspiring business leaders and coffee enthusiasts alike. Did you enjoy listening to this episode? Don't forget to like and subscribe to hear more conversations spotlighting innovation, perseverance, and meaningful impact.