From her early days as a pastry chef to her two decades at Whole Foods Market, Holly Long has spent her career championing the people behind the products. As the former Principal Forager for Whole Foods, Holly became a legendary advocate for local and emerging brands, guiding them through the complexities of market entry. Today, she brings that same passion for community to her role as the Director of Community Engagement at the Specialty Food Association (SFA).

In this episode, Holly shares how she bridges the gap between small producers and major industry players. At SFA, she leads the charge in fostering meaningful connections between members and buyers, ensuring that the specialty food community remains a space where innovation and tradition thrive together. Whether she's mentoring founders or curating spaces for collaboration, Holly's work is rooted in a lifelong commitment to building thriving, diverse food ecosystems.

Inside the Episode:

• How Holly's background as a chef and R&D specialist at Whole Foods shaped her "founder-first" approach to community building.

• Why Holly believes mastering both in-person and online networking is the most critical tool for a new founder's survival and growth.

• How the Specialty Food Association is evolving to elevate diverse voices and create networking opportunities for the next generation of makers.

Learn more about SFA & membership benefits!

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