WholesomeCo

What WholesomeCo does

WholesomeCo is a Utah-based medical cannabis pharmacy and delivery operator headquartered in Bountiful, Utah, founded in 2020 by former OrderUp executive Chris Jeffery. It serves Utah residents with valid medical cannabis cards through a hybrid fulfillment model: a single physical pharmacy with a drive-thru and express pickup option, combined with a statewide delivery operation reaching 99% of Utah — including same-day home delivery along the Wasatch Front seven days a week and scheduled delivery to Summit and Wasatch Counties three times per week. The dispensary is licensed under the Utah Medical Cannabis Act and operates in a state-regulated medical-only framework, distributing both its own proprietary WholesomeCo branded line (vapes, concentrates, and functional gummies such as Doze, Unwind, and Energize) and a multi-brand catalog across flower, vape cartridges, edibles, beverages, tinctures, topicals, and accessories.

Revenue is generated almost entirely through retail cannabis product sales across those categories, supplemented by a tiered loyalty program (6% back on WholesomeCo-branded products, 3% on third-party brands) and a patient referral mechanism that awards $30 in account credit per converted referral. Card-application support is offered as a non-cannabis-touchpoint funnel — patients complete medical cannabis card registration, provider consultations, pharmacist meetings, and account setup in a single ~30-minute hosted event, with card costs negotiated to as low as $25 through WholesomeCo's partner clinic network. The Utah state per-transaction fee increased from $1.50 to $3.00 on July 1, 2025.

The company was acquired by Minnesota-based, NASDAQ-listed multistate operator Vireo Growth Inc. in Q4 2025, as part of Vireo's program to scale from 16 to 166 dispensaries across 10 states; WholesomeCo now operates as an integrated brand within the Vireo portfolio with no standalone funding rounds disclosed. No proprietary technology platform, AI features, patents, or third-party integrations are disclosed in the available data, making WholesomeCo fundamentally a regulatory-permissioned, delivery-enabled retail cannabis business rather than a technology-driven one.

Name

WholesomeCo

Legal name

WholesomeCo Direct Inc.

Website

https://wholesome.co

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

WholesomeCo is a Utah-licensed medical cannabis pharmacy and statewide delivery operator serving Utah cardholders, combining a Bountiful drive-thru pharmacy with same-day Wasatch Front delivery and a hosted cannabis-card event funnel.

Ownership category

akta.pro rank

Product category

Medical Cannabis Pharmacy and Delivery

NAICS

Pharmacies and Drug Retailers (45611)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Cannabis Dispensary + Delivery/Online Pickup (Omnichannel Retail) (CRANAFAG)

akta.pro secondary industries

Medical Cannabis Dispensaries (CRANAFAB), Medical Cannabis Delivery & Online Ordering (CRANAGAG)

Keywords

• Medical cannabis pharmacy
• Cannabis delivery service
• Medical marijuana dispensary
• Cannabis product retail
• Medical card assistance

Headquarters

HQ city

Bountiful

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Cannabis Product Sales: Revenue is generated through retail sales of medical cannabis products including flower, vape cartridges, edibles, beverages, concentrates, tinctures, topicals, and accessories. Patients purchase through the online ordering platform for home delivery or express pickup. The company carries its own WholesomeCo branded products alongside third-party brands, with branded products earning higher rewards rates (6% back vs 3% for other brands).
2. Rewards/Loyalty Program: WholesomeCo operates a rewards program where patients earn account credit on purchases (6% back on WholesomeCo products, 3% back on other brands). Earned rewards dollars are redeemable like cash at checkout, effectively functioning as a store credit mechanism that encourages repeat purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

WholesomeCo operates a single-location medical cannabis pharmacy in Bountiful, Utah combined with statewide home delivery reaching 99% of Utah for qualified medical cannabis patients. It sells cannabis flower, vape cartridges, edibles, beverages, concentrates, tinctures, topicals, and accessories across its own WholesomeCo branded line and a broad set of third-party brands, while delivering free statewide, same-day on the Wasatch Front. The company also runs hosted card-application events that complete the Utah medical cannabis card process in approximately 30 minutes.

Product overview

WholesomeCo is a Utah-based medical cannabis pharmacy and delivery service operating as a unified dispensary platform. The core offering combines a physical pharmacy location in Bountiful with a statewide delivery service covering 99% of Utah. The company offers its own WholesomeCo branded product line (vapes, concentrates, edibles) alongside an extensive catalog of third-party brand products spanning flower, vape cartridges, edibles, beverages, concentrates, tinctures, topicals, and accessories. Additional services include medical card application assistance, a rewards loyalty program, and educational resources for patients.

Differentiator

Problem solved

Functional benefit

Products and services

• Medical Cannabis Delivery Service Statewide home delivery of medical cannabis to Utah patients, free of charge, reaching 99% of Utah; same-day delivery across the Wasatch Front seven days per week and scheduled delivery three days per week to Summit and Wasatch Counties. Fulfillment is executed via a licensed third-party courier under Utah state law, with patient identity verified through the state's Electronic Verification System (EVS).
• Medical Cannabis Pharmacy (Bountiful Storefront) Physical pharmacy location at 580 W 100 N, Bountiful, UT 84010, offering express pickup and drive-thru service seven days per week, accepting debit and cash, and serving as the dispatch base for the statewide delivery operation.
• Medical Card Application Assistance Streamlined, approximately 30-minute Utah medical cannabis card application process conducted at WholesomeCo's hosted events, consolidating provider consultations, pharmacist meetings, and account setup into a single visit, with negotiated card pricing (from as low as $25) via the company's partner clinic network.
• WholesomeCo Branded Cannabis Products Company-owned product line of medical cannabis SKUs sold under the WholesomeCo brand, including the OG x Puck Live Resin Disposable Pen, Soulwave Live Resin Badder, Doze gummies, Unwind gummies, and Energize gummies, qualifying for 6% rewards back (versus 3% on third-party brands).
• WholesomeCo Rewards Loyalty Program Loyalty program crediting account funds on every purchase—6% back on WholesomeCo branded products and 3% back on third-party brands—with earned dollars redeemable like cash at checkout to drive repeat purchase.

Quantifiable outcome

• Medical cannabis card application process completed in approximately 30 minutes at hosted events

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Vireo Growth Inc.coreStrategic or Co-development Partner · 1 January 2025WholesomeCo was acquired by Vireo Growth Inc., a Minnesota-based cannabis multistate operator, as part of Vireo Growth's aggressive acquisition strategy. The acquisition was completed in Q4 2025 as part of a series of M&A transactions. Vireo Growth expanded from 16 to 166 dispensaries across 10 states through acquisitions including WholesomeCo, Deep Roots, Proper, Eaze (~$47M), PharmaCann Colorado assets (~$49M), and Hawthorne Gardening Company. Vireo Growth reported $268.7M revenue in 2025, a 250%+ increase year-over-year, with a net loss of $68M.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dragonfly Wellness: One of WholesomeCo's largest Utah medical cannabis dispensary competitors, operating multiple retail locations and delivery across the state. Directly comparable omnichannel pharmacy + delivery model in the same regulatory jurisdiction.
• Pure Utah: Utah medical cannabis pharmacy with multiple storefronts and statewide delivery. Directly comparable on patient model, product mix, and pricing tier to WholesomeCo's offerings.
• Deseret Wellness: Utah-licensed medical cannabis pharmacy serving patients in the Wasatch Front with retail and delivery offerings. Direct competitor for the same medical card patient base that WholesomeCo targets through its events and statewide delivery.
• Beehive Farmacy: Utah medical cannabis dispensary with brick-and-mortar locations and home delivery serving the same qualifying-patient pool. Competes head-to-head with WholesomeCo in flower, vapes, edibles, and concentrates.

Broad incumbents

• Cresco Labs: National cannabis operator with retail, delivery, and branded wholesale (Sundae Driver, High Supply) products. Comparable omnichannel retail + branded portfolio strategy relevant to WholesomeCo's branded product expansion.
• Acreage Holdings: Cannabis MSO with multi-state dispensary presence and home delivery in select markets. Comparable on the integrated dispensary + delivery + branded product thesis that WholesomeCo executes within Utah.
• Trulieve Cannabis Corp. Largest U.S. cannabis MSO by retail footprint, operating dispensaries and home delivery across multiple states including Arizona and Florida. Comparable medical cannabis pharmacy and delivery offering at enterprise scale.
• Green Thumb Industries: U.S. cannabis MSO operating Rise and Feelkent dispensaries across multiple states. Comparable on pharmacy + branded product (Rythm, Dogwalkers) model relevant to WholesomeCo's own-brand expansion play.
• Curaleaf Holdings: Multi-state cannabis operator with one of the largest U.S. dispensary footprints and active in Utah. Comparable pharmacy + delivery model at scale; benchmarks WholesomeCo's potential expansion across state lines.
• Verano Holdings: Multi-state cannabis operator with deep medical and adult-use dispensary portfolios and proprietary branded product lines (Mavens, Avexia). Provides scale benchmark for WholesomeCo's branded cannabis ambitions under Vireo Growth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WholesomeCo