# #272 Retailer Spotlight: Plum Market with Marc Jonna

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-10-27
- Length: 42m
- Episode: 392
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-27-272-retailer-spotlight-plum-market-with-marc-jonna
- Listen: https://share.transistor.fm/s/974d57bc

## Summary

Marc Jonna, Co-Founder and President of Plum Market, explains how the grocer sources emerging CPG brands, emphasizing logistics, authorized wholesalers like UNFI and KeHE, and a unique merchandising partnership model. He details the company's expansion into airports, offices, and schools, noting that high-quality, scratch-made food drives success in these channels. Jonna also discusses why Plum Market carries virtually no private label, preferring to highlight brand founders and traceability to meet consumer demand for transparency and quality.

## Outline

1. Introduction: Marc Jonna and Plum Market's Multi-Channel Strategy
2. The Three-Generation Grocery Story: From Trade Winds to Whole Foods
3. Brand Identity: The Meaning Behind the Plum Market Name and Icon
4. Industry Trends: Preventative Health, Traceability, and the Experience Economy
5. Sourcing Strategy: Logistics, Wholesalers, and the 'Magic Wand' Question
6. Airport Expansion: Overcoming Security Barriers with UNFI and KeHE
7. Product Discovery: Social Media, Trade Shows, and Founder DMs
8. Private Label Philosophy: Why Plum Market Highlights Founders Instead

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

companies scaling up

## Mentioned

- Plum Market (company)
- Whole Foods (company)
- UNFI (company)
- KeHE (company)
- Hot Girl Pickles (product)
- Clean Dough Cookies (product)
- Gato Dates (product)
- Loonen water (product)
- Miracle Noodle (product)
- Zingerman's (company)
- Bell & Evans (company)
- Snake River Farms (company)
- Diamond Ranch (company)
- Sea Smoke (product)
- Merchant of Vino (product)
- Trade Winds (company)
- Erewhon (company)
- Trader Joe's (company)

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- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
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## Citing this page

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