The store brand for natural foods juggernaut Whole Foods is called 365.
So naturally, I pitched them my book 365 Things to Do Before You Grow Up.
While waiting to hear from Whole Foods, I tweaked the pitch for Wegmans (whose store brand is called Wegmans).
And it was Wegmans, not the expected Whole Foods, that ultimately carried the book. (Actually, Whole Foods has not formally said no.)