Cultivate Doubles Down on Talent to Focus on Sprouts Farmers Market

Cultivate CPG, a leading emerging brands broker and sales agency, announces early stage brand expert and Sprouts Farmers Market veteran Raymond Muñoz as the new Director of Sales - Sprouts Farmers Market, effective March 1st, 2025. 

Cultivate CPG focuses on top grocery accounts nationally across Grocery, Natural and Club (including, but not limited to: Whole Foods Market, Sprouts Farmers Market, Kroger, H-E-B, Central Market, Costco, Wegmans, Raley’s,The Fresh Market, Publix, Thrive Market, and more) which help accelerate growth for new-to-market brands.

Raymond has spent nearly 6 years in various roles at Sprouts Farmers Market, most recently in category management.  

Raymond is a results-driven retail leader with a track record of driving category growth, optimizing product assortments, and building high-impact supplier partnerships. Raymond brings experience in pricing analytics, promotional strategy, and operational efficiency, Raymond has successfully led initiatives that improve profitability, streamline processes, and fuel innovation. 

Raymond is passionate about fostering meaningful industry and community connections, diversity initiatives, mentorship, and educational programs, ensuring that business success aligns with positive social impact. 

As the leading brokerage for startup and emerging brands in the U.S., Cultivate CPG pioneers brands nationally with best in class retailers. Cultivate has found success in helping brands win by using real world experience and knowledge. The foundation for Cultivate’s diverse and scrappy approach is built by a team of previous sales leaders from startup brands, brand founders, distributor executives, and leading retailer category managers. 

“Sprouts Farmers Market is a crucial retail partner for emerging CPG brands. They continue to push boundaries and make natural food accessible to customers nationwide. Their exceptional merchandising and targeted retail growth is second to none. Raymond Muñoz furthers Cutlivate’s goal to win with pivotal retailers. His skillset, work ethic, and retail insights produce exceptional results for our brand and retail partners.”  said Aaron Barnholt, Co Founder at Cultivate CPG