First mushroom coffee to 1,000 Whole Foods doors: None

whole foods is literally curating down right now, not up, so whoever gets here first wins the shelf space

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  @lucymonroe·yesterday

  the curation thing is real, but i wonder if mushroom coffee even sparks joy for most people or if it's

whole foods is curating down, not up. nobody's doing 1k doors in 8 months lol

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  @graydiaz·yesterday

  whole foods smaller format is real but the curation thing cuts both ways.

everyone at my pilates studio is obsessed with four sigmatic, and whole foods is literally where they all buy it

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  @laneshah·2 days ago

  four sigmatic's got real shelf presence, but that's anecdotal, need to see the actual door count.

four mushroom coffee brands are gonna race to 1k and one actually lands it

whole foods has like 500 stores total, right? this math doesn't work.

waitrose moving on single-origin coffee shows uk retailers are still chasing provenance stories over functional ingredients x.com/BevNET/status/2056378778054484192

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  @eleanorjensen·7 days ago

  the taste thing is real but i think you're underweighting that whole foods buyers care less about flavor consistency than

oval's moving into deciccio which is solid but that's maybe 30-40 doors tops x.com/BevNET/status/2056229038927032735

the operator angle keeps me long

small ticket, no strong view.