US · Natural Grocery · Supplier Guide
Quick answer
To become a Sprouts supplier, submit through Sprouts' new item submission process (about.sprouts.com) — covering grocery, dairy, frozen, bulk, vitamins, body care and produce — or email submissions@sprouts.com for meat, seafood, bakery and deli. Ship samples to their Phoenix HQ labeled by brand and category. Some categories follow a submission calendar, and category managers reach out if items progress. Sprouts is the most innovation-hungry major natural retailer — and its primary distributor is KeHE.
Sprouts Farmers Market has deliberately positioned itself as the place where emerging natural brands break out — an innovation-first assortment strategy, published submission processes, and buyers who treat finding the next big thing as the job. For early-stage health, wellness and natural food brands, it's frequently the first major chain listing — and its performance data carries weight with every other natural-channel buyer.
Sprouts' submission process covers grocery, dairy, frozen, bulk, vitamins, body care and produce — with fresh departments (meat, seafood, bakery, deli) going to submissions@sprouts.com. Mail samples to their Phoenix HQ labeled by brand and category; confirmation comes by email and category managers reach out if you progress. Watch the submission calendar — some categories batch reviews.
Sprouts brings a significant buying contingent to Natural Products Expo West each March — the highest-density scouting event in the natural channel. A booth or well-orchestrated meetings there put your product in front of the exact category managers reviewing your submission.
Sprouts' primary distributor is KeHE — being in KeHE's system (or ready to onboard) removes the operational friction from a yes. Distributor setup runs its own timeline, so parallel-path it with your submission. See also the UNFI guide for how natural-channel distribution works.
Spottail Source
One product profile on Spottail Source, discoverable by the buyers and retailers looking for what you make — while you work the routes above.
Create your Source profile →Some categories review in set windows — align your submission to the cycle.
Week 0Online submission with complete data; samples to Phoenix HQ labeled by brand and category.
Weeks 0–4Confirmation by email; category managers contact brands that progress.
1–3 monthsAssortment role, pricing, promotional plan and distribution setup.
1–3 monthsDistributor setup if not already in system — run in parallel where possible.
1–3 monthsInnovation sets are measured fast — early velocity decides expansion and renewal.
OngoingSprouts is accessible but not free — distributor margins and promotional participation are real. The compensation: faster yes, innovation-friendly buyers, and data every other natural buyer respects.
Through Sprouts' new item submission process for grocery, dairy, frozen, bulk, vitamins, body care and produce — or submissions@sprouts.com for meat, seafood, bakery and deli — with samples mailed to their Phoenix HQ.
Yes — some categories batch all submissions into set windows. Check the calendar and time your submission to the cycle.
KeHE is Sprouts' primary distribution partner — being in (or ready to join) KeHE's system smooths the path from yes to shelf.
It's arguably the best major-chain launchpad in US natural retail — innovation-first assortment strategy and buyers actively hunting new brands.
Typically 3–7 months from submission to shelf, depending on category calendars and distribution setup.
Sources: Sprouts — New Item Submission Process, Sprouts — new vendor FAQ. Processes change — always confirm details on Sprouts's official channels.
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