Locally grown and crafted products have always been at the heart of Whole Foods Market’s mission. Telling the stories of these amazing farmers, foodies, and artisans was a passion and a priority throughout my 12 years as a marketing contractor for the company.

From tulip growers to soap makers to a vegan firefighter on a mission to help us all eat better, I had the privilege of interviewing countless producers and wrote hundreds of vendor storytelling profiles over the years. These stories appeared in stores across the Southwest Region (Texas, Louisiana, Oklahoma, and Arkansas), as well as in blogs, newsletters, flyers, and ads.

My local vendor work also supported the Whole Foods Market Local Producer Loan Program, which helped small, local, independent producers expand their businesses—a new roaster for a small coffee company or a commercial kitchen to scale production of someone’s homemade salsa.

During the early aughts, I also maintained a complete library of vendor stories using a proprietary content management system, so local stores could generate templatized versions in all sizes and formats and print them on site. This system reduced costs and ensured accuracy, quality content, and consistent messaging across the region.

Another key part of my role was ensuring that all copy complied with Whole Foods Market messaging guidelines and brand standards and met requirements for nutrition claims and third-party certifications, including Non-GMO Project, Marine Stewardship Council, Whole Trade, and others.