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The Pop Up Grocer Fund, 2024 Recipient

Congrats to this year's recipient of The Pop Up Grocer Fund, Whims and its founder, Leanne Viola. 🏆


We were moved by Whims' application, in which Leanne shared her path to entrepreneurship. After being diagonsed with an autoimmune disorder, she lost all of her hair and was told that she would need to be on medication for the rest of her life. She refused. Instead, she decided to change her diet and through doing so, founded Whims: plant-based, low-sugar treats. (She wasn't going to give up her sweets, after all!)


We admire Leanne's determination and tenacity. As the recipient, she will receive a cash grant, placement on our shelves, and access to our network + resources. We're thrilled to support Whims this year, and in its journey ahead. 


More submissions were made to The Pop Up Grocer Fund than any year prior, indicating the growth in this industry, and the challenges we all face in an effort to make it better. With our intent to aid as many brands as we can in getting off the ground, we also selected two Finalists: Geem and Gourmais. Look for these brands inside Pop Up Grocer soon, too.


Together—as consumers, creators, and innovators—we'll make a difference. 🌎 Thank you for your support of us and these incredible trailblazers!

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