1. 2014/2015 WHOLE BODY SUPPLIER SUMMIT WFM Regional Office-Chicago July 9, 2014

2. We Sell the Highest Quality Natural & Organic Products Available Thank you!

3.  Emily Blong:  Associate Buyer  Support for Kara and Margie  Approved Product List (APL) requests  PO creation for promotions, new item free fill and void fill  Margie Omastiak:  Promotions Buyer  Bodycare (US), Supplements (US), & Lifestyle (US & Canada)  Kara Smith:  Category and New Item Buyer  Bodycare (US), Supplements (US), & Lifestyle (US & Canada) We Support Team Member Happiness & Excellence

4. We Create Wealth Through Profits & Growth Whole Foods Market Growth What will you need?

5. We Satisfy, Delight & Nourish our Customers We have an excellent opportunity to “WOW” our guests through exciting and innovative promotional offerings. 2015 Whole Body Midwest Promotional Strategy  Midwest Promotional Opportunities  Promotion Calendar  Promotion Submission Form

6. We Create Wealth Through Profits & Growth

7. Store Opening Promotions  Off-shelf placement not guaranteed, but may apply (placement at discretion of WFM)  40% off minimum reduction in cost required. This is the opportunity to go deep and draw new customers to your exciting items!  Items submitted must be OI or MCB  Items may be featured in store opening flyer— at the discretion of WFM  WFM will not bill for store specific opening Flyers—if applicable

8. Midwest Whole Body Banner Promotion  40% minimum reduction in cost required  $3500 banner fee required  4 opportunities yearly (Sale runs in either “A” or “B” promo period — promo period is usually 2 weeks, but will be 3 weeks a few times this year: See calendar)  Stores are required to make preorders on accepted banner promotions

9. Midwest Whole Body 3-Day Weekend Promotions  40% minimum reduction in cost required  Promotions will run Friday thru Sunday  Stores will provide pre-books  This is an off-shelf promotion  No Flyer Fee for any Midwest Whole Body 3- Day Weekend Promotions if applicable  Social Media layer is often (but not always) included in select stores and markets

10. Midwest Whole Body Market Special: Off-Shelf  30% minimum reduction in cost required  30% discount can be structured different ways; we offer the opportunity for Regional scan discounts in the MW for off-shelf placement only  Items featuring a scan must contain a UNFI discount, OI, or MCB  Scan amount should be percentage based up to the requisite 30%  Off-shelf placement guaranteed  Sale runs in either “A” or “B” promo period. Promo periods are usually 2 weeks, but will be 3 weeks a few times this year (see calendar)  By submitting to a Midwest Whole Body Market Special: Off Shelf promotion, you are accepting potential placement within the sales flyer, resulting in applicable fee. Item selection for the sales flyer is at the discretion of WFM.

11. Midwest Whole Body Market Special: Off Shelf  Flyer placement fee is $2500. This includes a picture of your product with discount, which is distributed in all MW stores and via electronic communication.  Midwest Whole Body Market Special: Off Shelf Promos will be included in the regional promo file submitted to each store with the option to place pre-books.

12. Market Special Off-Shelf Sales Contest Criteria Market Special Off-Shelf Sales Contest Criteria (limited availability) Submission Requirements: One Page document per contest including the following information:  Parameters of the contest as outlined on submission form including, but not limited to: display, lift%, total $, etc.  Instructions and contact information for any photo submission requirement  Contest criteria must be discussed and approved by Whole Body Purchasing Team in advance. Prizes are required to be of broad appeal and available to multiple Team Members  Dates and terms of the contest If contest is selected, then the following must be completed:  A contest fee totaling $2000 must be submitted to Whole Foods Market; memo — “Promo Fee”  Suppliers should provide post-contest analysis and photos of displays to review in tandem with the WB Purchasing Team.  Winners will be selected and agreed upon by both parties.

13. Midwest Whole Body Market Special: On-Shelf Only  20% minimum reduction in cost required  Promo period is typically 2 weeks, but will be 3 weeks a few times this year (see calendar)  No off-shelf placement guaranteed  No preorders on Shelf Special Items  By submitting to a Regional Midwest Whole Body Market Special: On Shelf promotion, you’re accepting potential placement within the sales flyer, resulting in applicable fee. There may have opportunities for Global on-shelf promotions in the flyer. Midwest Whole Body will consult prior to placement and fee.

14. 2015 Whole Body Midwest Promotional Strategy  Store Opening Promotions: Submit by September 19 th, 2014  Banner Promotions: Submit by September 19 th, 2014 o January A o June A o August A  3-Day Weekend Promotions  Off-Shelf  On-Shelf

15. 15 Deadline each month for accepting promotional submissions Aligning with Global expectations All Promo Files must be added by this deadline date Global Window Open MW now accepting submissions for November through the end of FY2015!

16. 16 Important datesActual date the sales will run! Holidays

17. 17 Drop Down Menu will include all promotional options Please Select One

18. We Create Wealth Through Profits & Growth Any additional questions regarding promotional opportunities should be directed to Margie Omastiak margie.omastiak@wholefoods.com We are grateful for your partnership and look forward to satisfying and delighting our customers through these exciting promotions in the coming year.

19. We Create Ongoing Win-Win Partnerships With Our Suppliers High QualityDifferentiationExclusiveValue Service & Education Transparency What is the Midwest Whole Body Team seeking?

20. 2015 Category Review Program  2015 Category Review Schedule (All Subteams)  Each category has a Regional and Global review.  Regional selection is completed after the Global call.  It is essential that you adhere to the submission window in order to be part of the monthly process. Include the round for which you are submitting on the outside of the box and in the title of your submission email.  10 month cycle of reviews based on strategic criteria – FY15 scheduled is posted  Most categories are reviewed once per year, there are some that we will be reviewing 2x/year  We want to be aware of any new item launches….when in doubt, send samples

21. 21 Sample & Submissions Deadline to National/Regions Regional Supplier Product Meetings (if needed - MW Support Team will initiate) National & Regional Product Decisions Timeframe Product In Store Arrival Week For UNFI Distributed Brands/Products Only New Item Paperwork Submission To UNFI Purchasing Deadlines 8/15/2014July-AugustSeptember 1/5/2015 - 1/16/2015 10/2/2014 Can begin accepting Round 1 submissions on July 15. Deadline date for previous round is the date that the window opens for the next round. If you haven’t gotten a reply by the end of the month, please reach out via email. Expect POs 4 weeks in advance of this date.

22. (Template) Insert Title Insert Picture(s)/Charts here 500K Limit Product Type (Supplement, Body Care) UNFI - Maximum Delivered Unit Cost AND maximum unit cost including 8% markup. Direct Vendor – regular cost and WFM cost including Ongoing Discount Suggested Market Pricing Gross Margin % Promotional Support Program (Total allowance in form of % and frequency of promo support) Demo Support Program (# of Stores / Frequency) Exclusivity (None, 60, 90, 1 Year, Evergreen Forever) Round and Launch Date Available to Canadian stores with bi lingual packaging? o Three compelling reasons o Sustainability / Efficacy/ Packaging / Facts o Product attributes ( premium, organic, fair trade, vegan, vegetarian, kosher, Non GMO verified, other) o Channel Strategy ( conventional, Natural, Both, Online o Samples sent to regional and global offices as well as pdf’s of total label sent to QS. Yes or No Vendor Contact Information (Manufacturer Company, Name, Email, Phone) Insert upc Insert size Insert ingredients

23. 365 Be Well Insert Picture(s)/Charts here 500K Limit Product Type -Supplement Direct Vendor – regular cost and WFM cost including Ongoing Discount $x.xx $x.xx Suggested Market Pricing $x.xx Gross Margin % xx.x Promotional Support Program - 20% and quarterly national promotions Demo Support Program - 300 Stores / monthly Exclusivity - Evergreen Forever Round 1 Launch Jan 2014 Yes, bi lingual packaging available Vitamins R Us, Jane Moy, jane.moy@vru.com, 555-555-5555 Insert upc 120 tab Echinacea, Garlic and Vitamin C Immune Support containing vitamins and herbs Exclusive product only sold at WFM Easy to shallow small tablets Bottles produced from 100% recycled plastic Vegan, vegetarian, kosher, Non GMO verified Channel Strategy ( conventional, Natural, Both, Online) Yes, samples and label PDF’s sent S AMPLE SLIDE – USE TEMPLATE FOR SUBMISSION

24. Category Review Process  All selected new and Core items at regional or Global level will be planogrammed.  We will communicate a distribution list and disco list to stores the month before the reset.  New items are expected to be ready to launch by the launch date on the review schedule. If your item is delayed – we reserve the right to defer it until next year.  Approved Regional and National New Items require Free Fill and will be auto-shipped.  Core Voids: Identified Core Items will be shipped to stores during the month of the review. Need to get your images/products loaded to our Space Planning Program? Please send samples to: Louie Reina Louie.Reina@wholefoods.com Whole Foods Market Global Space Planning Team 550 Bowie St. Austin TX 78703

25. Global Free Fill Policy  Global Free Fill Policy Situations: 1. New Stores 2. Remodels / Relocated Stores 3. Nationally Approved New Items - These are new items that have been approved by the Global Whole Body Team in conjunction with the Regional Buyers. 4. Category Review – Refresh Process – During the category review process, we might identify missed opportunities for individual stores. 5. Regionally Approved New Items  Body Care Free Fill Expectations: 6 free fill for items under $10.00 WFM Landed Cost / 3 free fill for items $10.00 WFM Landed Cost and above. Items in display cases such as lip balms 1 display box free fill  Supplements Free Fill Expectations: 6 free fill for items under $10.00 WFM Landed Cost / 3 free fill for items $10.00 WFM Landed Cost and above. Energy/Nutrition Bars/Single Shots – 1 display case / caddy free (all items that arrive to stores in display case (single shots/lip balm / bars ) – 1 display box free fill  Lifestyle Free Fill Expectations: 25% off Opening orders for new stores. 25% off for new Globally Launched Brands.

26. Whole Body Midwest Supplier Meetings Please prepare the following to ensure a productive meeting. Business review with 52wk/12wk data, including store specifics and IDENT information (excluding new stores) 1. WFM Sales Data: vendor.reporting@wholefoods.com 2. Item Opportunities 3. New Items (this should only include items outside of the global submission) 4. Promotional Calendar 5. Unique Opportunities 6. Recap (to be sent within 10 business days)  Includes Data from business review  Any presentation materials  written documentation of decisions and agreements made  WFM agrees to acknowledge receipt and review of recap

27. Whole Body Midwest Supplier Meetings (cont.) Supplier Meetings will be held Thursday and Friday mornings each week, hosted by both Kara and Margie. In most cases, meetings will be kept to 30 minutes in order to maintain accessibility to our vast and valued supplier community.

28. Quality Standards Non-GMO Verification: Please visit www.nongmoproject.org for details. Premium Bodycare Supplier Application Gluten-Free Supplier Packet Our current tag hierarchy is as follows (subject to change): 1.Sale 2.Value 3.Non-GMO 4.Premium 5.Local 6.New 7.Gluten Free 8.Whole Trade 9.Exclusive

29. Organic Labeling  Products making an “Organic” product claim − Must be certified to the USDA’s National Organic Program (NOP) standard for organic (>95%) products.  Products making a “Made with Organic [Ingredient]” claim − Must be certified to the USDA’s National Organic Program standard for Made with Organic (>70%) products.  Products making a “Contains Organic [Ingredient]” claim − Must be certified to the NSF/ANSI 305 Organic Personal Care Standard.  Products listing an organic ingredient in the “Ingredients:” listing − Organic ingredient must be certified to the USDA NOP standard.

30. RECEIVING – THE HEART OF STORE OPERATIONS This is where everything starts This is where preparation pays off BIG TIME

31.  Receivers are the gate keepers of the store  They verify that all products are approved and in our system  Receivers confirm that requirements to bring product into the store have been met  Orders that do not meet requirements risk items or the entire order being refused and sent back  When all requirements are met – Receivers are  If not ……

32. How do you make sure that everything is ready to go ?  Make sure all product is accurate in IRMA (WFM ordering and receiving system)  Product is identified with the Identifier number, commonly known as the UPC.  Each and every order is sent with a valid purchase order.  Buyers know they must provide a purchase order number or the product will be refused at the back door.  Don’t hesitate to request a purchase order number if one is not provided. Depending on how orders are placed, by phone, e-mail or electronically each method requires a purchase order

33. Why Do You Want To Take The Time To Do This:  If you don’t you or your delivery person will be spending more time than necessary at each store. Time is money  Individual items or entire orders could end up being refused  Cost to return product or orders will be at the expense of the supplier  Process for additional, substituted, mis-picked items. These items cannot come into the store.  Options for Suppliers: Returned to supplier at suppliers cost Items to be sampled Items to be donated Items to be thrown away

34. Delivering the order to the store  Every store has posted receiving hours.  Hours can vary store to store Noise restriction; local ordinances or store requirements  Product / Package Identification  Information is in the supplier packet that each one of you should have received or will receive. If using 3 rd party delivery, FedEx or UPS shipping labels must contain total number of containers – box 1 of 3; box 2 of 3; 3 of 3

35. Invoice / PO requirements

36. Invoice / PO requirements (cont.)  One invoice – One PO  IRMA does not allow duplication of invoice numbers. Any invoice number that has already been used will require a new invoice number Never send back order or out of stock items in under the original invoice number or PO number  Once PO’s are used, they’re done If an order comes in with a PO that has already been close the order will be refused. Do not send back orders or out of stock items under the original PO number. Contact store buyer informing them that the item is now available to order. A new PO number must be obtained from the buyer.  Any item that will be sold in the store must be accompanied with a valid PO Even if this product is being provided to Whole Foods at no cost to the store

37. Free Fill PO requirements  All free fill must be placed, with a PO, on a separate invoice.  The only items that don’t require a PO are samples, testers, demo product or fixtures. These products must be marked accordingly.

38. Invoice / PO Requirement – Cont’d.  Processing and Payment  Invoices are paid in full – No matter what If product is missing, damaged or incorrect the invoice will be paid in full and a credit requested. Buyer will make a PO for credit and provide the details of item(s) credit is being requested for, pending supplier approval.  Product is never to be provided or sent in place of credit. Product Scanning  Every order is scanned by receiving. That’s why having the UPC / bar code on the outside of the carton is more efficient.  Suppliers are expected to wait while an order is scanned. Any items not on the PO will be sent back

39. Temperature Requirement  Any product that is temperature sensitive, must be kept cold or frozen, must meet the WFM temperature requirements.  Refrigerated must come in below 41 degrees F.  Frozen must be below 10 degrees F, and/or solid to the touch Purchase Order (PO)  The PO is king; Trumps the invoice  Items not on the PO are refused If a buyer calls and requests items to be added, they must be added to the PO. Ask if they have or will be added to the PO.

40. Questions/Comments MW.RECEIVING.SUPPORT@wholefoods.com

41. 2015 Midwest Whole Body Marketing Programs & Guidelines  Social Media Partnerships  Social Graphics - Approved messaging can be made available to stores through our MW Digital Specialist. Files would be made available to the individual Store Marketer and if it fits within their content calendar, they would optionally post and could tag the supplier for added exposure.  Sale Graphics - If we are promoting a BIG SALE that has the potential to drive traffic into the store, it may be possible to partner on a sale graphic. Marketers could post and utilize the content in their social channels the week of the sale. All graphics would need to be approved by the marketing and purchasing teams in advance.

42. 2015 Midwest Whole Body Marketing Programs & Guidelines  Pop-Ups & Roadshows  Supplier supported traveling pop-ups and roadshows have been on the rise this year. For great reason - they are big sales drivers! Our teams have broken records and have created amazing theater with their multi-week events. Successful pop-ups have engaged with customers in-store through demos, one on one interaction and especially on social channels. Marketing has supported these events with in-store signage kits, email campaigns, social graphics and ads.

43. 2015 Midwest Whole Body Marketing Programs & Guidelines In-store Supplier Signage Requests Generally, we limit in-store supplier signs and try to highlight and tie-in products through our global and regional marketing stories. We do this to keep the Whole Foods Market brand strong and differentiated from our competitors. In the instance that the purchasing team pursues a supplier sign request, all printed materials need to be approved by both the purchasing and marketing teams, before they are sent to stores or printed.

44. 2015 Midwest Whole Body Marketing Programs & Guidelines  Feature Banner Photo Guidelines  Minimum Resolution: 300 dpi Minimum Size (one side): 12 inches File Type: TIFF, JPEG, PSD, EPS  Flyer Photo Guidelines  Minimum Resolution: 300 dpi Minimum Size (one side): 4 inches File Type: TIFF, JPEG, PSD, EPS

45. Midwest Whole Body Supplier Site http://www.wholefoodsmarket.com/supplier/wholebody_mw  Password: Midwest  This link is in the email signatures of the entire Whole Body Purchasing Team  Site Contains: Supplier Guidelines  Whole Body Quality Standards  Whole Body Contacts  Regional  Store  Category Review documents  Promotion documents Would you like to see something on that site? Please let Emily Blong know!

46. Questions?