Packer Fresh Take: Joanna Jaramillo of Wholesum
Welcome to The Packer’s Fresh Take, a column featuring advice and inspiration from leaders and innovators in the produce industry, in their own words.
Joanna Jaramillo, marketing manager at Wholesum, tells us about her roots, her most memorable project and the culinary inspiration behind her pug’s name.
Tell us about your roots.
In 2018 I had been working as a brand ambassador for multiple agencies for a couple of years and was more than ready to take my career to the next level. That’s when I came across a marketing opening at Wholesum. The job description resonated so profoundly with me, that I felt like it was tailored for ME. When I looked into Wholesum, I saw passion, I saw deep seeded values, I saw the promise of a fruitful future, and a brand that I could wholeheartedly stand behind. I was beyond inspired and motivated to join the team. This industry has so much good to give – we nourish the world! I knew the learning curve and the challenges of starting fresh in a new industry would be worth overcoming.
Hit us with your best advice.
The wealth of knowledge I have gained here at Wholesum is incredible. One lesson I learned early on is the importance of defining clear and focused objectives. Sometimes, we want to be everything to everyone (because of course, we want to feed everyone organic produce!) but messages can get complex and convoluted. Keep it short and start with “the why.” The better the focus, the more effective and intentional messages and campaigns will be.
What should the industry take advantage of?
Connecting growers and consumers. Behind every produce item, there is a community, a farm and a group of dedicated humans that nurture, harvest and pack it. 2020 showed us just how essential farmworkers are and what a resilient industry we are honored to work in. We need to highlight the people behind the produce. Technology has given us the ability to inform consumers more about where their produce comes from and who grows it. And now with the acceleration of eCommerce, we have to find ways to tell that story better on those platforms too.
What's your "silver lining" from 2020?
2020 was a year of both personal and professional growth. I enjoyed the time spent at home. It was a welcome break from the hustle and bustle of every day and feeling rushed to get from one place to the next. I loved being able to slow down, reevaluate what’s important and find joy in activities like going out for walks, cooking, baking and doing quarantine-karaoke with my fiancé. Career-wise, 2020 was a year of learning and adapting. We engaged in new projects and faced new challenges that certainly took me out of my comfort zone but in a good way.
What project are you most proud of?
Rebranding from Wholesum Harvest to Wholesum was a huge undertaking, especially since I was very new to the team at the time. The brand discovery process and building the brand identity was a lot of fun. The execution of the rollout was more challenging, but it was also very rewarding to see everything come together seamlessly under the new branding. Seeing the new packaging on store shelves was an exciting moment. Overall, having the opportunity to contribute to shaping the latest iteration of the Wholesum brand was incredible and a very memorable experience in my books!
What keeps you cool as a cucumber?
Exercising is how I unwind daily. It is the moment of the day where I step away from my responsibilities and get to focus on myself. My other stress relievers are cooking and crafting.
What’s on the menu?
There is never a shortage of summer squash (zucchini & yellow squash) at home. It’s so delicious, hearty, versatile and easy to incorporate into almost any dish. I recently made air fried parmesan crusted squash chips and they were amazing! I also use summer squash in sautés, as noodle substitute, in skewers, grated into frittatas and even as a pizza topping. One of my favorite go-to dishes is vegan summer squash curry with coconut milk.
What should we watch?
I love cooking competition shows. I binged on Top Chef and Master Chef during the pandemic, rewatching old seasons as well as the newer ones. It was a good source of culinary inspiration! I also started listening to true crime and unexplained mystery podcasts. It’s a new guilty pleasure. It all began when I discovered Bailey Sarian’s Murder Mystery and Makeup channel on YouTube. She is a professional makeup artist who tells true crime stories while doing her makeup. From there, I searched similar themed podcasts. I jump around different ones – the magic is in the storytelling.
Tell us about your pet.
I have a crazy, fun-loving 1 ½ year old fawn pug named Coquito, which translates to “little coconut.” It is also the name of a delicious creamy coconut beverage from Puerto Rico that is very popular during the holidays. We usually call him Coco for short.
What’s on your bucket list?
I’ve been thinking seriously about participating in one of those tough mudder or obstacle course races that really challenge your physical endurance, strength, agility and mental dexterity. I’d like to see how much I can push my limits. They also look like a lot of fun!
