Little Spoon to Whole Foods: You're the Best Thing That Never Happened To Me

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These founders say losing a major deal was the best thing that happened to their startup.  Little Spoon intended to use its placement in Whole Foods to grow its baby food business. That didn’t work out as planned.  The thinking was:  Launch in Whole Foods, then pitch that success to other retailers.

But then, when the brand's CEO bumped into the global Whole Foods buyer, everything changed. Restricted access.