Whole Foods Market and National Young Farmers Coalition (Young Farmers) today announced the launch of the Next Generation Farmer Fund, which will provide direct financial and technical assistance to beginning farmers under the age of 40 who are actively adopting climate-smart and environmentally sustainable farming practices as they tackle the most pressing challenges facing American agriculture.
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Whole Foods Market will match up to $500 thousand for the National Young Farmers Coalition’s Next Generation Farmer Fund
As the average age of U.S. farmers continues to climb, more and more incoming farmers face an uphill battle against increasing operational costs, historical land-access barriers and compounding environmental disruptions. Through the newly established fund, Whole Foods Market and Young Farmers are investing in beginning farmers who are helping steward the land, uplift local communities and build a long-term, resilient food system for future generations.
“The new generation is stepping into agriculture because they see themselves as the climate leaders, environmental changemakers and problem solvers to some of our biggest environmental and food system challenges,” said Michelle A.T. Hughes, Executive Director of the National Young Farmers Coalition. “There are urgent challenges standing in the way of their success, including access to land, access to capital, health care costs, access to affordable housing, the high cost of production, student loan debt, climate change, immigration issues and access to federal programs. The Next Generation Farmer Fund helps deliver the resources and support they need to build their businesses, while recognizing the indispensable role they play as environmental stewards and community leaders.”
As the founding financial partner, Whole Foods Market has committed to matching participating food brands’ and agriculture companies’ contributions dollar-for-dollar up to $500,000, with the goal of generating more than $1 million for farmers. Administered by Young Farmers, the fund brings together industry partners to help reduce barriers for beginning farmers and strengthen the future of American agriculture. Initial supporting partners include D’Ottavio Farms, Fishwife Tinned Seafood Co., FOND, Harney & Sons, Lil Bucks, Lundberg Family Farms, MadeGood, MegaFood, Nature’s Bakery proudly part of Mars, Oppy, PepsiCo, Perdue, Prairie Farms and Rio Fresh.
Building pathways for farmers to develop sustainable livelihoods directly supports Whole Foods Market Foundation’s mission to nourish people by advancing food security, improving nutrition, and strengthening resilient food systems. The Foundation expects to contribute a $100,000 grant to the fund in 2026.
Whole Foods Market customers can help support the fund as well. During the month of August, one percent of all revenue generated by sales of the signature Berry Chantilly Cake will be directed to the Next Generation Farmer Fund.
The Next Generation Farmer Fund is a cornerstone of Whole Foods Market’s broader commitment to sustainability, as highlighted in its 2025 Impact Report, also released today. The report illustrates the company’s higher purpose to Nourish People and the Planet and details progress across the company’s key focus areas, including:
- Keep Food Out of Landfills: Collaborating with Mill to become the first retailer to deploy Mill Commercial, an automated food-recycling system designed to reduce in-store food waste.
- Promoting Biodiversity: Collaborating with agricultural partners to restore over 1,000 acres of marginal cropland into thriving native ecosystems that rebuild biodiversity and strengthen farmland resilience.
- Reducing Waste: Eliminating 51 million paper bags at checkout by introducing stronger, reusable twist-handle bags.
- Strengthening Community Well-Being: Directing more than $13 million in funding through the Whole Foods Market Foundation to 1,258 organizations working to alleviate poverty, improve children’s nutrition and strengthen resilient food systems.
- Feeding Communities in Need: Donating more than 31 million pounds of food—equivalent to 26 million meals—to food rescue and redistribution programs nationwide.
- Expanding Organic Choices: Offering tens of thousands of organic products, with organic representing over 34 percent of total sales and over 61 percent of produce sales—compared to an industry average of just 4 percent and 16 percent, respectively.
“Every data point in our 2025 Impact Report represents the daily dedication of our team members, suppliers and stakeholders across the industry to protect our food system and nourish communities,” said Caitlin Leibert, Global Head of Sustainability at Amazon Worldwide Grocery. “From promoting biodiversity to keeping more food than ever out of landfills, this report shows how we are fulfilling our purpose to Nourish People and the Planet. The Next Generation Farmer Fund builds directly on this purpose, ensuring the next wave of agricultural leaders can carry this progress forward.”
Check out more information on the Next Generation Farmer Fund and Whole Foods Market’s 2025 Impact Report here: wholefoods.com/impact
About Whole Foods Market
Founded in 1980, Austin-based Whole Foods Market is the leading natural and organic foods retailer and the first certified organic national grocer in the United States. Part of Amazon’s Worldwide Grocery Stores, Whole Foods Market serves customers in more than 550 stores across the U.S., Canada and the U.K. To learn more about Whole Foods Market, please visit media.wholefoodsmarket.com.
About National Young Farmers Coalition
The National Young Farmers Coalition (Young Farmers) is a national grassroots network of young farmers changing policy and shifting power to equitably resource the new generation of working farmers. Visit Young Farmers on the web at youngfarmers.org.
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