Square and Whole Foods Market Form Healthy Partnership

In what may turn out to be an “organic” and fruitful relationship, Square has announced that it has signed on national grocery chain, Whole Foods Market, to host Square’s payment offerings in select stores.

The in-store food offerings from Whole Foods, which include wine bars, sandwich counters, and coffee bars, will have Square’s Stand and Register products installed. Locations currently include Whole Foods grocers in New York City, San Francisco, and Austin, with more to come.

While the main checkout lines will still be using whatever POS system was installed previously, these high-volume in-store offerings may benefit by using Square. Customers won’t have to clog the main checkout lines if say, they’re buying just a coffee, and that means more sales and happier customers.

Square and Whole Foods will also enable Square Wallet, a mobile wallet that allows for discounts, loyalty offerings, purchase tracking, and a generally quicker checkout process.

According to Whole Foods Market co-CEO Walter Robb, “Together with Square, we’ll deliver options to expedite checkouts, and we look forward to developing new concepts to further simplify and improve grocery shopping.”

A part of the “new concepts” would involve Whole Foods serving as a testing site for Square’s new payment innovations in the near future.

Square reportedly processed around $20 billion in transactions last year. Whole Foods made $13 billion in revenue in the same time span. If Square can capture a piece of that, it could serve as fuel for Square’s expected IPO later this year.