Breaking barriers to health - Start Up Gazzete
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Breaking barriers to health


Founded by Jerry Li and Alene Sullivan in October 2020, Wholesome Market launched in Perth and is driven by a common purpose of “making healthy” easy and affordable for all Australians.

Launched from Covid in October last year, Wholesome Market is the first e-commerce company in Australia to employ a membership model for healthy products. Through the model, the company offers more than three thousand products that are high-quality, healthy and sustainable at wholesale prices that can be delivered anywhere in Australia and for free, if you spend more than $ 79.

Born in Australia to immigrant parents, Jerry saw firsthand the difficulty and expense of accessing healthy food, especially for low-income families as their own. Co-founder Arlene left an established career to pursue her lifelong dream of building a socially conscious business with a purpose. She was born the Mercado Sano.

This one-stop shop comes with an annual fee, eliminating traditional middlemen and retail margins, saving members up to 50% on the retail prices of some of Australia’s best natural, organic and sustainable brains, allowing for everyone make healthy decisions and purchases, say the co-founders.

Our carefully selected selection of brands, the best in their category, embody the spirit and values ​​that are the foundation of the healthy market. Transparency is paramount and we’ve taken the guesswork out of buying healthy.

Alene Sullivan and Jerry Li, co-founders of Wholesome Market


The mission to a fair and healthy Australia
Covid has made the world and Australia adapt to online shopping. More than ever, Australians are turning to online shopping. Furthermore, health has come to the forefront of our discussions and is being taken much more seriously.

Alene and Jerry appreciate that healthy and sustainable options can be expensive and not everyone can afford the annual membership fee of $ 59.95. Your commitment? For every paid member in the wholesale markets, they donate a free membership to a low-income family, essential workers, and students.

Additionally, their partnership with OzHarvest has enabled them to tackle Australia’s biggest social problem – hunger. On behalf of each paid member, they donate the equivalent of five healthy meals to the most vulnerable Australians. In the last year, Wholesale Markets has donated just over 10,000 meals and helped its members save more than $ 250,000.

Membership benefits

Wholesale Markets is guaranteed that all members will get their membership dues back in savings. At an annual fee of $ 59.95 (equivalent to $ 5 per month, the price of a coffee), members promise to:

free monthly gifts

access to a community of like-minded Australians committed to healthy living and sustainability
opportunities to contribute to social justice and make healthy lives possible for all Australians
easy and enjoyable shopping experience, including easy search for products by diet and lifestyle, for example organic, keto and gluten.

Author avatar
Joshua Smith

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