Wholesum

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).

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

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

• Organic produce
• Greenhouse farming
• Fair trade vegetables
• Fresh organic tomatoes
• Certified organic cucumbers

Headquarters

HQ city

Amado

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. 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

Core 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

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• The FeedfeedcoreGTM or Marketing Partner · 10 November 2025Wholesum 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.
• InstacartcoreGTM or Marketing PartnerWholesum 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

Broad 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

• Facebookfacebook.com/Wholesumharvest
• LinkedInlinkedin.com/company/wholesum-family-farms-inc-
• Instagraminstagram.com/wholesumharvest
• Xx.com/WholesumHarvest

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Wholesum