How to get your product on Whole Foods' shelves

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(FORTUNE Small Business) -- Dear FSB: I have developed a natural food line. Where should I send samples?

- Marissa Iocco, Boston

Dear Marisa: The natural foods market is saturated with products. To get shelf time, yours has to stand out - and, if it's organic, meet specific guidelines.

Before you distribute samples, go shopping, says Bob Burke, president of Natural Products Consulting. Confirm that what you're offering is new - your product needs to increase sales and bring in different customers in order to be picked up by a retailer. Also, look at prices when you're shopping and determine a sustainable gross margin, which is important for your future success, he says.

Since you're in the early stage of product development, start locally when distributing samples. Independent natural food stores have fewer corporate priorities than larger chains, says Steve Zoller, president of Steve Zoller Consulting Services: They're always looking for a product that Whole Foods (WFMI, Fortune 500) doesn't have. Smaller stores are also more likely to give feedback about the product's strengths and weaknesses.

After you get feedback from local independent stores, contact Whole Foods, the natural-foods giant that has more than 270 locations around the country. Get in touch with your branch's food forager, who is responsible for seeking out local items. The Local Producer Loan Program accepts applications on a rolling basis, and if you receive a loan, Whole Foods does not require you to sign an exclusivity agreement. If your product is picked up and well-received, then regional buyers may take notice, says Burke.

Consider hiring a natural foods business consultant, says Steve Jennings, Consulting Director for Natural Pro Ltd. A consultant can offer insight on cost forecasting, co-packing, manufacturing and distribution, as well as what certifications you need to get and how to go about it.

"The financial projections developed as part of the plan will give the chef a better sense of the amount of money necessary to get the business off the ground," says Zoller.

Then, attend trade shows. They're a highly effective way to meet brokers, distributors and other peers, says Burke. Exhibiting is an expensive investment, but attending and taking educational seminars is a great way to learn. He recommends two trade shows: The Natural Product Expo East and The Fancy Food Show.