The Quality Food & Drink Awards (QFDAs) has announced a landmark partnership with Whole Foods Market UK for 2026 which sees the natural and organic grocer become official sponsor of the 2026 Small Producer Award.
Now in its 48th year and with a refreshed identity for 2026, the Quality Food & Drink Awards continues to set the benchmark for excellence across retail and foodservice, recognising the products, brands, retailers and suppliers shaping how the UK eats and drinks.
The partnership with Whole Foods Market UK is designed to build on the Awards’ championship of emerging UK food and drink brands, recognising the innovation and quality at the heart of these smaller businesses and helping them overcome challenges around visibility and access to retailers.
Going beyond traditional category sponsorship, Whole Foods Market UK’s involvement manifests as an active, retailer-led initiative to create genuine commercial opportunities for small producers, giving independent brands a real ‘leg-up’ through exposure, credibility and development opportunities.
As part of Whole Foods Market UK’s award sponsorship, the grocer will lead a dedicated Small Producer judging day, reviewing products that were shortlisted from the first-round of QFDAs judging and selecting Gold, Silver and Bronze Small Producer Award winners. Products will be assessed on criteria such as innovation, quality, provenance and stand out market potential.
Gold winners will receive the opportunity to be listed at Whole Foods Market’s UK locations, with the potential for several different listings where products align with the retailer’s criteria. Silver winners will receive coaching calls and commercial guidance from Whole Foods Market UK’s expert team, while Bronze winners will benefit from enhanced visibility, recognition and exposure.
Atma Hyett, Brand Director, Quality Food & Drink Awards said: “Small producers are often the driving force behind some of the most exciting innovation happening across food and drink.
“Through this partnership with Whole Foods Market UK, we are creating a platform that not only recognises outstanding quality but also provides meaningful commercial opportunity and development support for emerging brands, truly bridging the gap between award recognition and retail growth. Whole Foods Market UK has an incredible reputation for championing quality-led, purpose-driven producers, making them the perfect partner for this initiative.”
Izzie Peskett, Head of Marketing at Whole Foods Market UK, added: “Whole Foods Market UK are thrilled to be able to be lead sponsor of this year’s Small Producer Award for the Quality Food & Drink Awards.
“We always aim to champion small, challenger brands. This award, and the prize we are offering for winners, is the perfect opportunity for us to meet even more new suppliers and give them a helping hand in their own plans for growth. We’re already excited to see who will enter and cannot wait to find the next big brand to grow with us.”
The Quality Food and Drink Awards 2026 are open for entries now, with a final closing date of 26th June. Entries submitted before Friday 12th June can benefit from a reduced entry fee. To enter all categories, including the Small Producer Award in partnership with Whole Foods Market UK, click here.
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