Apple earlier this week announced a handful of retailers that will be the first to offer loyalty card support through Apple Pay, but there’s one company planned for the initial launch that it didn’t mention: Whole Foods. Expect the roll out of other rewards cards to be slow, however, as NFC terminals work to enable support with retailers…

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Whole Foods will be among the small number of companies that first launch when the loyalty card support goes live this fall alongside iOS 9 and the renamed Passbook app now known as ‘Wallet’, 9to5Mac has learned.

The adoption of loyalty cards through Apple Pay will likely be slower than credit and payment cards as NFC terminal makers, such as Verifone, have to enable each program on a case by case basis, according to sources close to the situation. That likely means that you can expect the roll out of the loyalty/rewards programs through Apple Pay to be much slower than the addition of new retailers and card issuers supporting the platform.

Earlier today Verifone announced that it would be first to support the loyalty cards through its NFC terminals starting with six retailers. While it didn’t mention companies by name, 9to5Mac has now learned those companies will include Dunkin’ Donuts, JCPenney, Kohl’s, Panera, Wegman’s, and Whole Foods. The last company on that list, Whole Foods, is the only major retailer Apple didn’t include in its own announcement on Monday.

The full list from Apple’s press release included Walgreens Balance Rewards, Kohl’s Yes2You Reward program,  Coca-Cola, Dunkin’ Donuts, Panera Bread, Wegmans Food Markets, BJ’s Wholesale Club, and JCPenney.

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