Wholesum
Wholesum Family Farms is a third-generation, family-owned grower and shipper of USDA Certified Organic greenhouse vegetables, supplying national and regional grocery retailers, natural food stores, wholesale distributors, and e-commerce channels with year-round organic tomatoes, cucumbers, peppers, squash, and eggplant from US and Mexico operations.
- Company typePrivate
- Founded1928
- HeadquartersAmado, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Wholesum does
Wholesum Family Farms, Inc. is a third-generation, family-owned grower and shipper of USDA Certified Organic vegetables headquartered in Amado, Arizona. Founded in 1928 in Culiacan, Sinaloa, Mexico by Miguel Crisantes Gatzionis, the company today operates greenhouse and shade-house production across multiple US states (Arizona, California, South Carolina, Georgia) and multiple Mexican states (Sinaloa, Sonora, Baja California, Guanajuato). Its core technology stack relies on passive greenhouse systems engineered for extreme-heat climate zones, water-recirculation infrastructure, and integrated solar/renewable energy, all oriented around 100% organic, Non-GMO production without synthetic pesticides.
The company's product portfolio centers on five vegetable categories — organic tomatoes (including on-the-vine, beefsteak, heirloom, Roma, grape, and branded Valentinos), organic snacking tomatoes (branded sub-lines Poppies, Darlings, Kaleidos, Brites, Lil' Ones), organic cucumbers (Long English, slicer, mini/Persian, and Lil' Ones Baby Cucumbers), organic squash, organic peppers, and organic eggplant. All products carry USDA Organic and Fair Trade USA certifications; Wholesum was the first Fair Trade Certified farm in the USA (Arizona, 2016). Differentiated sub-brands are protected by registered trademarks and packaged for both retail and snacking use cases.
Wholesum generates revenue primarily through wholesale and enterprise sales of organic produce to major national and regional grocery retailers (Whole Foods, Walmart, Kroger, Costco, Sprouts, Safeway, Albertsons, Jewel-Osco), natural food stores (Natural Grocers, PCC, The Fresh Market), wholesale produce distributors (UNFI/Albert's Organic Market, Fresh Point, Organically Grown Company), and direct-to-consumer e-commerce channels (Instacart, Amazon Fresh). Pricing is retail-market determined per product, season, and retailer. GTM motion is enterprise field sales supported by dedicated sales management, trade marketing resources, and consumer-facing content marketing (blog, social media, newsletter, regional creator partnerships) executed by an in-house marketing function. There is no disclosed external funding, and the company remains under founder-family ownership led today by third-generation co-owners Theojary Crisantes Jr. (COO) and Ricardo Crisantes (CCO).
Wholesum firmographics
Firmographics- Name
- Wholesum
- Legal name
- Wholesum Family Farms, Inc.
- Website
- https://wh.farm
- Company type
- Private
- Founded year
- 1928
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Wholesum Family Farms is a third-generation, family-owned grower and shipper of USDA Certified Organic greenhouse vegetables, supplying national and regional grocery retailers, natural food stores, wholesale distributors, and e-commerce channels with year-round organic tomatoes, cucumbers, peppers, squash, and eggplant from US and Mexico operations.
- Ownership category
- akta.pro rank
Wholesum industry classification
Industry- Product category
- Organic Fresh Produce
- NAICS
- Vegetable and Melon Farming (1112)
- SIC
- Agricultural Production-Crops (100), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra) (AFAGADAI)
- akta.pro secondary industries
- Fresh Organic Produce Wholesale (AFAIAJAA), Organic Produce Wholesale (AFAIACAE), Fresh Produce Distribution (CRAOABAB)
Keywords
Where Wholesum is headquartered
LocationHeadquarters
- HQ city
- Amado
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
Wholesum business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- Organic Produce Sales: Wholesum generates revenue through the sale of USDA certified organic vegetables including tomatoes, cucumbers, peppers, eggplant, and squash. Products are sold to retail grocery chains, natural food stores, food service operators, and directly to consumers through online marketplaces.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
Wholesum product offering
Product offeringCore offering
Wholesum grows and ships USDA Certified Organic vegetables, including tomatoes, cucumbers, peppers, eggplant, and squash, using greenhouse and field production across the United States and Mexico. Products are sold to major retail grocery chains, natural food stores, wholesale distributors, and food service operators, with a portion sold direct-to-consumer through online grocery platforms.
Product overview
Wholesum is a third-generation family farm offering a portfolio of 100% USDA Certified Organic produce, specializing in greenhouse-grown and field-grown vegetables. The core product line includes Organic Tomatoes (with varieties such as Tomatoes on the Vine, Beefsteak, Heirloom, Roma, Grape, and Valentinos), Organic Snacking Tomatoes (branded varieties including Poppies, Darlings, Kaleidos, Brites, and Lil'Ones), Organic Cucumbers (Long English, Slicer, Mini, and Lil' Ones Baby Cucumbers), Organic Squash (Yellow and Zucchini), Organic Peppers (Bell Peppers in multiple colors), and Organic Eggplant. All products are Non-GMO, grown without synthetic pesticides, and carry certifications including USDA Organic and Fair Trade Certified. The company operates farms in both the United States (Arizona, California) and Mexico, using greenhouse technology for year-round production.
Differentiator
Problem solved
Functional benefit
Brands
- Poppies®: Organic cherry tomatoes on the vine
- Darlings™
- Kaleidos™
- Brites™
- Lil'Ones™
- Valentinos®
- Lil' Ones™ Baby Cucumbers
Products and services
- Organic Tomatoes A comprehensive line of USDA Certified Organic tomatoes available in multiple varieties including Tomatoes on the Vine, Beefsteak, Heirloom, Roma, Grape, and Valentinos cocktail tomatoes, grown in greenhouses and fields without synthetic pesticides.
- Organic Snacking Tomatoes A line of small-form organic tomatoes optimized for snacking, including branded varieties Poppies (cherry tomatoes on vine), Darlings (grape tomatoes), Kaleidos (colorful medley), Brites (two-toned cherry tomatoes), and Lil'Ones (pearl tomato medley). All are Fair Trade Certified.
- Organic Cucumbers A line of USDA Certified Organic cucumbers available in multiple formats: Long English (seedless, thin-skinned), Slicer cucumbers, Mini/Persian cucumbers, and Lil' Ones Baby Cucumbers in resealable packaging.
- Organic Squash Organic squash varieties including Yellow Squash (thin, edible skin) and Zucchini Squash (dark green with off-white flesh), grown in fields and shade houses across multiple regions for year-round availability.
- Organic Peppers Organic bell peppers and Italian peppers greenhouse-grown for consistent quality, available in multiple colors (red, orange, yellow) with mild, sweet flavor and crisp, juicy flesh.
- Organic Eggplant Classic Eggplant variety grown organically in state-of-the-art greenhouses in Mexico, known for deep purple, glossy appearance and distinctive taste and texture.
Quantifiable outcome
- Surpassed over $9 million in Fair Trade Community Development Funds by 2022
- +1 more outcomes
Companies that use Wholesum
Customer profileNamed customers13 records
Segments4 records
Ideal customer profiles3 records
Wholesum technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wholesum partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- The FeedfeedcoreWholesum partnered with The Feedfeed, a food content platform, to collaborate with regional food creators on recipe content featuring Wholesum products. The partnership involved multiple creators including @recipeswithjenna, @mallorythedietitian, @eatswithjamie, @isabellajoliefit, @lifewith_rita, and @hubbybap showcasing Lil' Ones tomatoes in creative recipes across Arizona, Texas, and California.
- InstacartcoreWholesum products are available for purchase through Instacart's online grocery delivery platform, enabling direct-to-consumer sales through the e-commerce channel.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Wholesum competitors and assessment
Company assessmentBroad incumbents
- Mastronardi Produce (Sunset): One of North America's largest greenhouse growers with a broad produce portfolio and strong retailer relationships. Larger incumbent competing with Wholesum in greenhouse tomatoes, peppers and cucumbers.
- Grimmway Farms: Major organic and conventional produce grower with deep retail relationships across carrots and other vegetables. A broader incumbent competing for organic shelf space at national grocery chains.
- Driscoll's: Largest berry supplier in North America with a significant organic program and dominant retail relationships. Adjacent incumbent competing for organic produce shelf and supplier panel space.
Emerging players
- Revol Greens: Greenhouse-grown salad greens and organic vegetable producer serving US retailers. Comparable on protected-agriculture growing model and retail channel, though narrower in crop mix.
- Local Bounti: Controlled-environment agriculture operator building greenhouse leafy-greens capacity for US retail. Comparable in greenhouse technology adoption and retailer-first go-to-market, though focused on greens rather than tomatoes/peppers.
Direct peers
- Village Farms International: Public greenhouse operator producing tomatoes, peppers and cucumbers across the US, Canada and Mexico. Comparable in greenhouse technology, multi-country footprint and retail grocery channel exposure.
- Earthbound Farm: Largest organic produce brand in the US, selling packaged salads and organic vegetables through major retailers. Comparable on USDA Organic positioning and broad grocery distribution.
- NatureSweet: Greenhouse-grown tomato specialist with branded snacking-tomato SKUs sold through major US retailers. Directly comparable to Wholesum in category, channel and value-added tomato positioning.
- Pure Hot House Foods: Greenhouse grower and packer of tomatoes, peppers and cucumbers in North America. Overlaps with Wholesum on greenhouse produce, retail channel mix and protected agriculture operations.
Others
- Organically Grown Company: Organic produce distributor and wholesaler partnering with retailers and other growers. Functions partly as a channel partner for Wholesum and as a competitor in supplying organic produce to grocers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wholesum social profiles
Digital presenceWholesum compliance and trust
Trust signalCompliance3 records
Wholesum financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wholesum leadership team
Management profileNumber of profiles
Profiles9 records
Wholesum funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wholesum M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wholesum
What does Wholesum do?
Wholesum grows and ships USDA Certified Organic vegetables, including tomatoes, cucumbers, peppers, eggplant, and squash, using greenhouse and field production across the United States and Mexico. Products are sold to major retail grocery chains, natural food stores, wholesale distributors, and food service operators, with a portion sold direct-to-consumer through online grocery platforms.
Is Wholesum a public or private company?
Wholesum is a private company. It is classified as family owned and is currently operating.
When was Wholesum founded?
Wholesum was founded in 1928. It employs 101 to 250 people.
Where is Wholesum based?
Wholesum is headquartered in Amado, United States, in the North America region.
How does Wholesum make money?
One revenue line is on record: organic Produce Sales.
Who are Wholesum's main competitors?
Broad incumbents on record are Mastronardi Produce (Sunset), Grimmway Farms and Driscoll's. Emerging players are Revol Greens and Local Bounti. Direct peers are Village Farms International, Earthbound Farm, NatureSweet and Pure Hot House Foods. Organically Grown Company is listed as an others.
Does Wholesum have an API?
No public API is recorded for Wholesum.
What industry is Wholesum in?
Wholesum's product category is Organic Fresh Produce. Its primary akta.pro industry code is AFAGADAI, Asparagus, Artichoke & Specialty Vegetable Farming (Asparagus, Artichokes, Celery, Okra), with a secondary code of AFAIAJAA, Fresh Organic Produce Wholesale. Its NAICS code is 1112 and its SIC code is 100.