Wholesum expands consumer marketing efforts with regional collaborations

Wholesum, a 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 intention to meeting shoppers where they are, both online and in-store, while continuing to support its retail partners.

Earlier this year, Wholesum launched a geotargeted campaign spotlighting its tiny organic snacking tomatoes, Lil’ Ones, across 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, these creators showcased Lil’ Ones. The content 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 flavor.

“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. From flavor-forward recipes to dietary-inclusive meal ideas, the initiative encourages consumers to explore new combinations, snack moments and usage occasions.

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