On Its Way to D.C., Foxtrot Market Launches Awards Program


Foxtrot Market, the reinvented version of the local convenience store, is coming to Georgetown. In advance of the store’s planned arrival in March, the company has launched the Up and Comers Small Makers Awards to help small businesses succeed.

“Since our founding, we’ve always held community and curation at the heart of our mission, merging those pillars in order to provide a platform to local, emerging businesses,” said CEO Mike LaVitola. “Our goal for the Up and Comers Small Makers Awards is to continue that mission on a larger scale, provide support for small businesses and give them a chance to get their brand off the ground in a year that’s otherwise been very challenging.”

LaVitola added: “Winners of the program will gain national exposure and invaluable opportunities to be mentored by big players in the food, beverage and wellness space, which we hope will help them as they continue to build their businesses.”

Small businesses in the D.C. area can now submit their products to the Up and Comers program for a chance to be carried in Foxtrot’s brick-and-mortar and online stores. Winners will also get marketing support, cash rewards up to $25,000 and the opportunity to pitch their brands to venture capital fund Imaginary.

D.C. judges for the program include chef Erik Bruner-Yang of Maketto and Brothers and Sisters fame and Mess Hall founder Al Goldberg. National judges include Jeni Britton Bauer of Jeni’s Splendid Ice Creams and Nilou Motamed, a judge on Bravo’s “Top Chef.”

“I’m personally looking forward to discovering small businesses that operate within the District that I haven’t yet heard of,” said Bruner-Yang. “This city has so much to offer, and I’m really excited and honored to have the opportunity to help give a platform to well-deserving business owners, as well as work alongside some of the biggest names in the industry right now.”

Figuring out what people like versus what they don’t can often be a difficult process, according to Bruner-Yang.

“I would have loved the opportunity to test out products in an incubator-like environment like Foxtrot,” he added. “It’s also great to have a mentor or support system when starting any business or creating something new, so the fact that Foxtrot works with brands in such a way is so unique.”

LaVitola said revenues have doubled this year, with a 50/50 split between online and in-store purchases. Foxtrot currently has stores in Chicago and Dallas. Both the Georgetown store and a new Mount Vernon Square location will have contactless delivery and be ready for coffee and breakfast pickup come March.

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