Liba's Gail Lillian tells SFoodie the mega-retailer approached her about what she calls the expansion opportunity. "One of my locations is near Whole Foods' regional offices [in Emeryville], so some of my steady weekly customers work there," Lillian says. "Some of them said, 'Have you ever thought about packaging your products?'" Lillian's truck has a falafel-topping bar stocked with 15 relishes, sauces, and condiments. "I think I could find something that would work," says Lillian, who's also been scouting spaces in North and West Oakland for a retail location of her own.
Singh, meanwhile, says that, while developing new street-eats products takes time and patience, Whole Foods is committed to supporting vendors. "We're really encouraging our patrons to follow them on Twitter and go have an authentic street-food experience," Singh says.
One advantage about working with mobile vendors, Singh suggests: Most already have legions of Twitter followers and Facebook fans likely to trail them into the grocery store.