Wholesome Market aims to deliver affordable healthy eating

Wholesome Market

Wholesome Market, a concept born out of the belief that nutritious and natural high-quality products should not be exclusive, is making healthy eating more affordable. 

Operating as a membership model, Wholesome Market removes the middlemen and traditional retail markups, allowing them to pass on these savings to their members. This saves members up to 50 per cent on retail prices. 

In the ten months since they have launched, they have saved their members over $250,000 and donated the equivalent of over 10,000 meals to vulnerable Australians. 

Founded by Jerry Li and Alene Sullivan from Perth, the online membership model commits to breaking down the geographical and affordability barriers to eating and living healthy. The first of its kind in Australia, the retail model could change how Australians shop for healthy products.  

“I was born in Australia to immigrant parents and saw first-hand the difficulty and expense of accessing healthy food, especially for low-income families,” Li said. 

Building a socially conscious business with purpose and breaking down these barriers has been a prime goal for the owners. 

“After having my child I decided to leave my career to pursue Wholesome Market, as I want to work towards a better and more sustainable world for my kids,” Sullivan said. 

“Our carefully curated selection of brands embody the ethos and values that are the foundation of Wholesome Market. Transparency is paramount and we’ve taken the guess work out of shopping healthy. 

“Additionally, sustainability is ingrained in everything we do as a company. Which is why we commit to 100 per cent carbon neutral shipping and packing all our parcels in 100 per cent post-consumer recyclable or reusable materials.” 

For every new paid member, Wholesome Market donates a free membership to an Australian in need. 

“We have also partnered with OzHarvest to address hunger and health education at the root and we donate the equivalent of five healthy meals to vulnerable Australians on behalf of every paid member,” Li said. 

How it works: 

  • Membership fee is $60 per year 
  • Access to over 3,000 products and 200 brands 
  • Enjoy between 15-50 per cent off retail prices for all items 
  • Free, carbon-neutral delivery when you spend $79 or more 
  • Categories include healthy snacks, pantry items, vitamins and supplements, bath and body, babies and kids, non-Toxic and sustainable home 
  • Organic, gluten free, keto, paleo, non-GMO and vegan are all catered for. 

The Numbers: 

  • Average saving is $35 per order 
  • Approximately $385 is saved per year 
  • Free memberships are offered to Australians in need 
  • Five meals are donated to vulnerable Australians through OZ Harvest on behalf of every paid member. 

For more information, visit 


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