Wholesum expands consumer marketing efforts with regional collaborations and purposeful partnerships
Wholesum, a grower and shipper of organic produce, is expanding its consumer reach through a renewed focus on regional creator collaborations and elevated direct-to-consumer marketing. The shift reflects the company’s goal of meeting shoppers where they are — both online and in stores — while continuing to support its retail partners.
Earlier this year, Wholesum launched a geotargeted 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 creators known for approachable, everyday cooking. Through recipe ideas and snackable content, the creators showcased Lil’ Ones’ versatility and introduced new usage occasions. The effort generated strong viewership and engagement, increasing visibility for the brand and demonstrating the effectiveness of creator-led storytelling.
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To complement the digital push, Wholesum held in-store sampling events that allowed shoppers to taste Lil’ Ones, learn about how they are grown and experience their flavor firsthand. The combination of online inspiration and real-life discovery helped strengthen consumer connection and build excitement around new ways to enjoy the product.
“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.”
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Wholesum’s creator partnerships focus on values alignment, tapping trusted regional voices who resonate within their communities and inspire simple, feel-good cooking. From flavor-forward recipes to dietary-inclusive ideas, the program encourages consumers to explore new combinations and everyday usage occasions.
Building on this year’s initiatives, Wholesum plans to expand its creator collaborations and regional marketing activations through 2026. The company said the continued efforts will support retail programs, drive sales and enhance the consumer experience.
Source: www.theproducenews.com
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