Wholesum is expanding its reach with consumers through a renewed focus on intentional, regional creator collaborations and elevated direct-to-consumer marketing. This 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 featuring 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 their fresh, relatable recipe ideas and snackable moments, these creators helped showcase 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.
Complementing the digital effort, Wholesum activated in-store sampling events that invited shoppers to taste Lil’ Ones firsthand, learn about how they’re grown, and experience their natural vibrant pop of flavor. This dual approach that included online inspiration paired with real-life discovery helped deepen consumer connection and fostered excitement around trying 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’s 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 continue expanding its creator collaborations and regional marketing activations through 2026. These efforts will support customer programs, drive sales, and enhance the consumer journey while reinforcing the company’s commitment to its retail partners and shared growth.
For more information about Wholesum, visit wh.farm and to see more content, follow @WholesumHarvest on social media. To explore the recipes featured in our social media content, you can visit our blog as well.
