Alene Sullivan and Jerry Li had been musing on the idea for Wholesome long before grocery delivery services became commonplace during the pandemic. And after hustling alongside their respective jobs, the duo decided to give it their all in October 2020.
But where some brands dedicated themselves to speedy delivery or ready-made meals, Wholesome has carved a niche focusing on everyday products that are good for people and the planet.
“We work with brands that are doing their best to produce healthy foods in the most organic regenerative ways. We wanted to make these products that are doing better more affordable for all Australians,” Sullivan says. “When we’re curating or selecting brands, it’s important that they’re also supporting the local community.”
With more than 3000 products available from over 200 brands, you’ll find names including Loving Earth, Koala Eco and Mount Zero stocked on the virtual shelves. The majority of the brands are Australian-owned, and all of them have a story to tell.
There are chilli oils from Melbourne-born brands such as Chotto Motto, Umami Papi and Bippi. You’ll find fancy tinned fish from Sydney startup Good Fish, as well as responsibly-sourced international seafood by Jose Gourmet and Pan Do Mar. And if you’re looking for non-alcoholic brews, there are craft beers from Sobah and Capital Brewing.
But living a healthy and sustainable lifestyle goes beyond your pantry. A growing range of beauty and bathroom products are available to order, as well as kid-friendly favourites from Jack n Jill and Sprout Organics.
“We hold ourselves to the same ideals, values and requirements that we do for our brands and partners. We’re on a really aggressive sustainability journey,” Sullivan says.
Plastic-free, carbon-neutral shipping is free for orders over $79. Wholesome also facilitates a recycling program through Terracycle, and even rewards customers who choose to opt in with “Wholesome Cash” to spend on their next order.
An annual subscription fee of $59.95 gives members access to discounts on products (essentially equating them to wholesale prices), as well as free gifts to experience new brands, including a curated welcome pack. But, perhaps most importantly, for every person who signs up, Wholesome will donate a membership to someone in need. “We give away free memberships to low-income families or individuals, students, people living with disabilities, elderly and volunteers because we want to help as many people as possible access the healthy products they love,” Sullivan says.
Wholesome also works closely with Ozharvest, pledging meals to vulnerable Australians as part of their philanthropic efforts, including a commitment to donate two per cent of membership fees annually. “We really see ourselves as a for-purpose company. Whatever we can do to ‘do good’ with our profit … that’s our intention,” Sullivan says.
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