Joanna Jaramillo: I Want People to Fall in Love With Produce

May 27, 2025 | 1 min to read

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In this article:

As a Marketing Manager at Wholesum Family Farms, I strive to make people fall in love with produce through its flavor, experience, and colors. Growing up in southern Arizona, I discovered my passion for the produce industry when I joined Wholesum in 2018. I embrace the creative challenges it offers, finding joy in shaping how produce enhances people's lives, making this industry both fun and fulfilling.

Marketing Manager
Wholesum Family Farms
Amado, AZ

My produce industry passion is finding the ways to make people fall in love with produce. There’s so much potential — whether it’s flavor, whether it’s the experience, or colors — for produce to be even bigger and better in people’s lives. And as a marketer, that is my passion.

I grew up in southern Arizona, always surrounded by produce, but I had no idea back then that this would become a part of my life. In 2018, I began working at Wholesum, and since then, I have found my place. It was my first experience actually working in produce, and I have been in love ever since.

It is an industry with so much to work for and work toward, and it’s always fun and challenging. There are so many creative ways to be a marketer, which is my career goal as well. I love produce, and I love all the creative challenges it brings to me and it’s a wonderful industry to work in.