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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-06-23
- Length: 36m
- Episode: 323
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-23-254-buyer-spotlight-hannah-koch-supplements-buyer-kimberton-whole-foods
- Listen: https://share.transistor.fm/s/515264b9

## Summary

Hannah Koch, Supplements Buyer at Kimberton Whole Foods, explains how the mission-driven, family-owned retailer evaluates new supplement brands, emphasizing authentic origin stories and packaging over fleeting trends. She details the industry shift from traditional pills to powders, beverages, and gels, driven by social media influencers and consumer demand for immediate, low-commitment benefits. Koch also discusses the operational realities of retail, including the growing role of platforms like Fair for discovery, the importance of staff education, and her six-month velocity expectations for emerging brands.

## Outline

1. Introduction: Kimberton Whole Foods and Hannah Koch's Background
2. Kimberton's Mission, Structure, and Sourcing Channels
3. Supplement Format Trends: From Pills to Powders and Beverages
4. Consumer Behavior and the Rise of Influencer-Driven Innovation
5. Staff Education and the Role of the 'Apothecary'
6. What Makes a Brand Stand Out to a Buyer
7. Expo West Founder Meetings and Early-Stage Brand Feedback
8. Velocity Expectations and Testing New Products
9. Conclusion: Authenticity and Origin Stories

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

established companies

## Mentioned

- Kimberton Whole Foods (company)
- Fair (tool)
- KeHE (company)
- Unifi (company)
- Expo West (other)
- Food Over Drugs (company)
- Nestle (company)

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- [Live From The HIBT Summit: Jeni Britton Bauer of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-02-27-live-from-the-hibt-summit-jeni-britton-bauer-of-jenis-splendid-ice-creams) (How I Built This)
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## Citing this page

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