#254 - Buyer Spotlight: Hannah Koch, Supplements Buyer, Kimberton Whole Foods

Startup CPG's Daniel Scharff sits down with Hannah Koch, Category Manager for Supplements at Kimberton Whole Foods, one of the most beloved independent natural retailers in the country. Based in Pennsylvania, Kimberton Whole Foods has built a reputation for thoughtful merchandising, strong community relationships, and a deeply mission-driven approach to retail.Hannah's path to retail is anything but traditional. After starting as an art teacher, she joined Kimberton Whole Foods in 2008 and worked her way through multiple roles before finding her passion in purchasing. With a background in herbalism and a deep love for natural products, she now oversees the supplement category, helping shape the assortment for eight stores across southeastern Pennsylvania.Daniel and Hannah dive into how Kimberton approaches product selection, what makes emerging brands stand out, and why customer behavior is changing faster than ever. They discuss how social media is influencing supplement trends, why packaging matters more than most founders realize, and what retailers are looking for when deciding which products deserve shelf space.Listen in as they cover:· What makes Kimberton Whole Foods different from other retailers· How Hannah evaluates new brands and products· Why packaging is often the first thing that gets a buyer's attention· How customer demand is increasingly driving product innovation· The growing role of Fair and other platforms in product discovery· Why supplement formats are shifting from pills to powders, beverages, and gels· What founders should know before pitching a retailer· How Kimberton supports staff education and customer guidance· Why authenticity and mission matter when building a natural products brand· How Startup CPG founder meetings at Expo West helped uncover promising emerging brandsWhether you're preparing to pitch retailers, launching a supplement brand, or trying to better understand what buyers are looking for, this episode offers valuable insight into one of natural retail's most respected organizations.Episode Links:Kimberton Whole Foods Website: https://www.kimbertonwholefoods.comKimberton Whole Foods Instagram: https://www.instagram.com/kimbertonwholefoodsHannah Koch on LinkedIn: https://www.linkedin.com/in/hannah-koch-4a06047a/ Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics