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

Page: https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/254-buyer-spotlight-hannah-koch-supplements-buyer-kimberton-whole-foods
Text version: https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/254-buyer-spotlight-hannah-koch-supplements-buyer-kimberton-whole-foods.md
Podcast: [The Startup CPG Podcast](https://stenobird.com/podcast/the-startup-cpg-podcast-1235739)
Published: 2026-06-23T07:00:00+00:00
Episode link: https://share.transistor.fm/s/515264b9
Audio file: https://pscrb.fm/rss/p/pdst.fm/e/media.transistor.fm/515264b9/b67013c7.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-startup-cpg-podcast-1235739/episodes/254-buyer-spotlight-hannah-koch-supplements-buyer-kimberton-whole-foods
Duration seconds: 2160

## Resource

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 W…

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