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Whole Foods Market: Building a Global Brand with Sustainable Events

Whole Foods Market and Eventbrite

– Background –

Whole Foods Market and Eventbrite

The North Atlantic All-Access Vision Day is an annual highlight where Whole Foods Market showcases its commitment to sustainability and locally produced goods, and sets itself apart from other grocers with a completely zero-waste event. Team members take classes, experience products, and have fun while gaining a hands-on perspective of the company’s core values.  And as Executive Assistant to the President of the Whole Foods Market North Atlantic Region, Gabriella Graceffa-Bunker’s role is to manage the 2,500 team members and 450 vendors who attend, from end to end.


In the past, manual registration and check-in for the event’s expansive vendor fair were tedious and time-consuming processes. To ensure that an appropriate diversity of products would be represented at the show, Whole Foods Market first needed to choose participants from the range of interested vendors. Once participants were selected, Gabriella then needed to gather detailed information about the supporting items, such as the quantity and types of tables and cutlery, that vendors would need to successfully exhibit their foods.

To improve the experience for everyone, Whole Foods Market wanted to:

  •      Automate and streamline vendor fair registration
  •      Make it easy for vendors to order and track shipment of needed items
  •      Accelerate vendor check-in on the day of the event


– Solution –

Whole Foods Market and Eventbrite

Custom registration

Whole Foods Market now uses the Eventbrite platform to manage a customized, two-part registration process that precisely meets its needs. First, vendors pre-register to indicate interest in participating.  Whole Foods uses this information to select vendors that will contribute to the right mix of products that best express the company’s core values. Next, chosen vendors are sent a link into a custom registration process where they order support items, such as servingware and water, and get a receipt for everything they purchased.

A better participant experience

Whole Foods Market has been able to eliminate day-of event bottlenecks with Eventbrite. With the Eventbrite mobile app, Whole Foods Market event staff can instantly check in vendors, making long lines obsolete. By encouraging vendors to add their UPS tracking codes into Eventbrite before the event, Whole Foods is able to manage the entire end-to-end vendor shipment process and provide a high level of service. Brokers and Vendors use Eventbrite to quickly match shipments to booth numbers, so that when they arrive onsite, all shipped items are present.

Whole Foods Market and Eventbrite

Flexible reporting

The Eventbrite platform makes it easy for event organizers to manipulate registration information in a variety of ways that assist in event planning and execution. Staff members responsible for a certain subset of vendors can be given just the information they need to track their vendors’ registration progress and handle follow-up and check-in tasks. Whole Foods Market also uses the platform to track valuable data on costs and funds raised.

“Being able to just send our vendors a link to the invitation on Eventbrite is invaluable. It’s slimmed down the process and made it very straightforward. It saves them time and it saves us time.”

From cooking classes, to sustainable vendor fairs, to fundraisers, Eventbrite is proud to be a partner supporting Whole Foods Market events nationwide.  Holding a large scale event? We’re happy to assist — simply fill out the form on the right.

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