Belvidere-based Edible Garden’s new line of Pulp sustainable gourmet sauces and chili-based products will soon be available at Whole Foods Market.
In a March 8 press release, the hydroponic farming company announced that Whole Foods stores in the Mid-Atlantic and Southeast will carry Pulp products starting this summer.
Founded in 2015, the company’s locally grown, sustainable lettuce, organic herbs, hydro basil, salad kits and protein powders can be found at more than 4,000 stores, including ShopRite, Gristedes, D’Agostino, Weis Markets, Meijer and King Kullen.
Edible Garden Chief Executive Officer Jim Kras said that expanding into a new product category is “a significant milestone” and moves the company into “what we believe will be higher-margin products with longer shelf life.
“In addition, it will provide the brand with added visibility as the product will be located in the refrigerated section, which is adjacent to our products carried in the produce section,” he said. “The addition of Whole Foods Market as a retail distribution partner represents a further expansion of an already robust distribution network across the country.”
After purchasing Pulp in November 2022 for an undisclosed sum, Kras said the company saw it as a “significant opportunity … to take a unique brand in a trending category and bring it to a mass market of consumers within Edible Garden’s growing network of major retail supermarkets and distributors.”