Mission & Values
What does fair trade mean?
It's all about putting people first and treating people fairly.
OUR MISSION
We’re dedicated to creating positive, meaningful change by bringing farmers, makers and bakers together through the joy of better food. Wholesome food is grown sustainably and with care and attention, connecting all of us in our love for making our best and sharing it.
OUR COMMITMENT TO ORGANIC
Organic is more than a certification to us. Organic farming affects the quality of the product and the wellbeing of the people and environment involved in producing it. That’s why we’ve searched the globe for the highest-quality organically grown sweeteners to provide the purest, most delicious ingredients for your coffee, tea and baked goods.
OUR COMMITMENT TO
SUSTAINABILITY
Sustainability has always been central to the way Wholesome operates. Sustainable farming is good for the Earth, naturally working to preserve the soil, creating better results year after year and never depleting resources. We’re focused on long-term sustainability, better sourcing, and creating a sustainable food system. As innovators, we’re always looking to the future. As more and more people care about where their food comes from, we can be transparent about where and how our products are sourced because that’s our source of pride.
FAIR FOOD IS AT THE HEART OF EVERYTHING WE DO
At Wholesome, the best products are made by putting people first—the people that grow and harvest our crops, the people that package our ingredients and the people that enjoy them around the table. We believe all food should be produced Fair Trade—made fairly, made with care and made in a way that supports the health of people and the planet.
OUR VALUES
WHOLESOME BRINGS PEOPLE TOGETHER
Wholesome champions all the makers of the world, from farmers to bakers and everyone in-between. As a company, we’re guided by six core values that inform every decision we make.
WE STRIVE FOR TOGETHERNESS
Wholesome believes that people are better and stronger together—and nothing brings us together like making, baking and sharing great food. It’s through food that we create memories, build communities, and pass on our love of fairness, family and friends.
WE TAKE PRIDE IN OUR WORK
Wholesome was the first in Fair Trade sweeteners in the US, and we continue to seek out the very best ingredients in the world, sourcing them with great care so that we can create the highest-quality baking products. Every single person in the Wholesome family gives it their all, working together to make an impact and striving to spread goodness through the power of fair food.
WE RESPECT EVERYONE EQUALLY
Wholesome vows to continue leading the charge when it comes to sustainable, fair farming. We value our farmer partners as part of our larger community. From field to kitchen, we honor all community tables where Wholesome food is sourced and enjoyed.
WE ALWAYS ACT GENEROUSLY
We’re givers at heart, and we know that actions speak louder than words. We keep busy by building a bigger table and caring for people without exception.
WE KNOW THAT BEING THE BEST TAKES HARD WORK
Nothing good comes without effort, but the work itself is what brings the greatest reward. Wholesome believes in doing things the right way—even when it’s not necessarily the easiest way.
WE BELIEVE MAKING A POSITIVE IMPACT IS ESSENTIAL
Every action has a reaction, and that’s why we carefully consider every move we make. We work to create a meaningful and positive change in people’s lives, and we’re determined to improve the food system as a whole. We’re a team of leaders rather than followers. We innovate and challenge the industry (and ourselves) each and every day. It’s not enough to simply show up to work...we want to make a difference.
Many Wholesome products are qualified to use the following:
