Post by Whole Foods Market

“I almost literally bumped into Rajus while he was doing a demo for Aaji's outside a neighborhood market — at a time when the brand was producing in small batches and just starting to show up in some independent markets.​ One bite of tomato lonsa turned into an exchange of emails, emails turned into a coffee meeting, and that meeting turned into category assortment with Whole Foods Market. It doesn't get more Local or Emerging than that. Aaji's was born from the love and pride of sharing a family recipe with neighbors during the COVID shutdown, when connection mattered most. It has since grown into what it is today because of two dedicated founders who continue to treat us all like neighbors. Poorva and Rajus, congratulations on your All-Star Award! And thank you for uniting us through great food.​" ​ - Daniela D’Ambrosio, Category Merchant Manager – Local & Emerging Brands #AllStarSuppliers #ShopLocal #NourishGrowth #TeamWFM​