Wholesum Expands Consumer Marketing Efforts with Regional Collaborations and Purposeful Partnerships

AMADO, ARIZ. — Wholesum, a leading grower and shipper of organic produce, is expanding its reach with consumers through a renewed focus on intentional, regional creator collaborations and elevated direct-to-consumer marketing. This strategic shift reflects the company’s commitment to meeting shoppers where they are, both online and in-store, while continuing to support its valued retail partners.

Earlier this year, Wholesum launched a geotargeted inspiration campaign spotlighting its tiny organic snacking tomatoes, Lil’ Ones, across key markets in Arizona, Texas, and California. The initiative centered on collaborations with regional Instagram content creators who specialize in approachable, everyday cooking. Through fresh recipe ideas and snackable moments, these creators showcased the versatility of Lil’ Ones and brought new usage occasions to life. The content generated high viewership, strong engagement, and increased visibility for the brand, demonstrating the impact of creator-led storytelling in connecting directly with consumers.

To complement the digital effort, Wholesum activated in-store sampling events that invited shoppers to taste Lil’ Ones firsthand, learn how they’re grown, and experience their naturally vibrant pop of flavor. This dual approach that included online inspiration paired with real-life discovery helped deepen consumer connection and spark excitement around enjoying the product in new ways.

“Recognizing the importance of authentic connections and meaningful storytelling has been central to this shift,” said Joanna Jaramillo, Marketing Manager at Wholesum. “At the end of the day, it is the consumer who takes our food home. We want people not only to recognize our products on the shelf, but to feel connected to the values and care behind them. These collaborations bring fresh ideas, celebrate diverse ways of enjoying produce, and make healthy eating feel accessible and fun for everyone.”

Wholesum’s creator partnerships emphasize alignment of values, tapping into trusted regional voices who resonate with their local communities and inspire simple, feel-good cooking. From flavor-forward recipes to dietary-inclusive meal ideas, the initiative encourages consumers to explore new combinations, snack moments, and usage occasions that fit beautifully into everyday life.

Building on these initiatives, Wholesum plans to further expand its creator collaborations and regional marketing activations through 2026. These efforts will continue to support customer programs, drive sales, and enhance the consumer journey while reinforcing the company’s commitment to its retail partners and shared success.

For more information about Wholesum, visit wh.farm. To explore more content, follow @WholesumHarvest on social media or visit the Wholesum blog for featured recipes.

About Wholesum

Wholesum is a third-generation family farming operation based in Southern Arizona and a grower-shipper of Fair Trade Certified, 100% organic produce. With over 90 years of farming experience, Wholesum is dedicated to creating a more noble food system that puts people and the planet first through responsible sourcing, equitable labor practices, and environmental protection. Rooted in deep industry knowledge and driven by innovation, Wholesum continues to lead as a pioneer in the organic and Fair Trade produce space. More information is available at www.wh.farm.