Aug 25, 2021
Wholesum’s Joanna Jaramillo to lead expanded marketing program

Joanna Jaramillo will lead an effort to expand marketing efforts for Wholesum-brand organic vegetables, according to a news release from the company.

A third-generation family farming operation based in Southern Arizona, Wholesum grows and ships Fair Trade Certified, 100% organic farm-fresh vegetables, according to the news release. Through a combination of greenhouse and open field production, the company provides a year-round supply of organic vegetables.

In her new role as marketing manager, Jaramillo will lead the marketing team in the strategic development and implementation of the Wholesum brand. Her new responsibilities will also include leading the packaging design program, eCommerce strategy and market research to support customer and consumer facing marketing efforts. She will work with the sales and business development team to continue building a market for fair trade, organic produce, according to the news release.

Jaramillo started her career at Wholesum in June of 2018 as the company’s marketing coordinator, according to the news release. Her promotion is part of a strategic effort to expand the marketing department’s capabilities and better serve retail partners.

“Through her work and leadership, she has helped convey the Wholesum message and vision,” said Ricardo Crisantes, Chief Commercial Officer of Wholesum. “She exemplifies the company values and the promise we make to our consumers every time they choose to purchase produce with the Wholesum label.”

Jaramillo has a master’s degree in communication from the University of Arizona and bachelor’s degree in media arts.

“I am always inspired by the passion that runs through the veins of this company,” Jaramillo said in the news release. “It keeps me motivated to tell the Wholesum story, bring the brand to new levels, and continue meeting the consumer demand for responsibly grown produce. I am excited for what’s to come in this new era of strategic growth for the company.”

Above, Wholesum Marketing Manager Joanna Jaramillo. Photo: Wholesum


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