Eight years. Countless ideas. One Wholesome story.

It’s Anniversary Month! Turning 8 gave us the perfect excuse to lean into some nostalgia — an 80s-inspired afternoon at HQ, featuring our very own “Wholesome Goods Network” throwback presentation from our Directors. (We love a good theme around here…)

Over the years, Wholesome Goods has grown from a small idea into a global family of brands. But this anniversary also got us thinking: there are so many parts of Wholesome Goods’ journey the past eight years that people never got to see.

So, let’s change that. Here are 8 things you (probably) didn’t know about us.

1. The Conjoined Triangle of Success – An Origin Story

The founders were high school friends who drifted into different careers—tech, sales, finance, marketing, and operations. When reconnected, those skills fit together perfectly, forming what they dub the “conjoined triangle of success.”

“Each skill completed the others, and suddenly we had the perfect mix to launch and scale brands. That’s really how Wholesome was born: different pieces of the puzzle coming together to build something bigger than we ever could alone.” 

– Charlie Ordonez, Chief Financial Officer

When the partners chose the name Wholesome Goods, it wasn’t just about health. To them, Wholesome means doing things the right way—good products, good people, and good business. Whether it’s a supplement, a dog treat, or sheets for your bed, Wholesome is about creating products you can actually trust.

It’s also become a kind of gut check inside the company: Does this feel Wholesome? If the answer’s no, we don’t do it.

2. Six Founders, Six Superpowers

Speaking of the founders… ever wonder who’s behind the brands you know and love? Meet the six people who keep Wholesome running and keep things interesting.

Marty Sullens — Chief Technology Officer

Master of none: Hardware, Software, Design, Marketing, Presentations. He’ll figure it out.

Fun fact: Watching Seinfeld for the 50th time.

Alma Wiseman — Chief Operating Officer

Over 15 years of experience in eCommerce, business development, and operations.

Fun fact: Mother of Beauregard the Poodle.

Illya Shpetrik — Chief Strategy Officer

Head of Strategy & Acquisitions. Master Connector. Makes sure things happen effectively.

Fun fact: Won’t accept your first offer.

Lawrence Yates — Chief Marketing Officer

Level 1000 Marketing Wizard with 17 years of experience, lover of data, and avid gamer.

Fun fact: Under Armour’s #1 Customer.

Charlie Ordonez — Chief Financial Officer

Master of math, Excel spreadsheets, and building warehouses. Lover of all things spicy.

Fun fact: Doesn’t want to think about lunch.

Eli Goldenberg — Board Member

12+ years of importing, manufacturing, and sourcing experience. Never ages, just gains wisdom.

Fun fact: Sent from my iPhone.

3. Our First Big Product

The launch that truly put Wholesome Goods on the map was Cosy House Luxury Bamboo Sheets. What started as a single bedding line quickly became a best-seller and a whole lifestyle brand. 

Since then, Cosy House has earned multiple industry awards and been featured several times on Good Morning America and The View—a testament to the everyday products that made Wholesome a household name.

4. It All Started with a Labrador

Before Wholesome Goods officially existed, PupGrade began as a personal mission between two of our founders—Lawrence and Illya—to help dogs struggling with joint issues. At this time, few brands were focused on it.

“My mum’s 9-year-old Labrador was the inspiration and the very first taste tester. He went on to live another five happy years with incredible improvements in his mobility.”

– Lawrence Yates, Chief Marketing Officer

Since then, PupGrade has grown into one of our most beloved (and adorable) brands—earning awards for product innovation and, this past year, winning a coveted Golden Ticket at Walmart’s Open Call event. That win opened the door to over 2,800 Walmart stores nationwide, a full-circle moment for a brand that started with one dog and a big idea.

Suggested Read: From Local Pup Parents to Walmart Shelves: PupGrade Expands Nationwide

5. Wholesome Goes Global

Wholesome’s roots are in Clearwater, FL, but the family of brands now spans the globe. It started with the acquisition of Hey Nutrition in the UK, followed by the launch of Theonia across the UK and EU, with plans to expand into even more regions soon. 

This past year, we also launched Cosy House EU and PupGrade EU—marking another big step in bringing Wholesome brands worldwide.

6. From Clearwater With Love

We may be growing and expanding to new parts of the world, but we’re locals at heart. Clearwater isn’t just where our headquarters are—it’s home. Supporting our community (humans and pets alike) will always be part of who we are.

Over the past year, we’ve had plenty of chances to put that belief into action—from raising money for the Humane Society of Tampa Bay at our PupGrade launch pawty, to sponsoring local events like Walk for Whiskers and donating handmade dog toys to the Humane Society of Pinellas. We joined forces with Walmart and the Best Friends Animal Society for an adoption event in Miami, helping pets find their forever homes. And the team even participated in a golf tournament to support veterans and K9 for Warriors.

And beyond our local community, we’ve partnered with FabFitFun to support wildfire relief efforts that helped families across Los Angeles.

Whether it’s humans or animals, hometown causes or national ones, giving back reminds us why we do what we do—and keeps us grounded in what truly makes us Wholesome.

7. The Wholesome Way

Most companies rely on a chain of manufacturers, wholesalers, and retailers to bring products to life. We do it differently.

At Wholesome Goods, everything happens under one roof—from research and product development to brand creation, content production, and marketing. Our teams sit side by side, sharing ideas, solving problems, and turning concepts into reality faster than traditional models ever could.

“We build mindful, vertically integrated teams because no one will ever care as deeply about our brands as we do. But we’re also wise enough to know that others may sometimes be better equipped to handle certain things for us. Our approach to fulfillment — bringing it in-house at times and outsourcing it at others — is a prime example of mindful vertical integration. This balance has consistently delivered an agile, efficient, and scalable operation. Still, a cornerstone of our success lies in our in-house subject matter experts — because nothing compares to the impact of a talented team united by a shared purpose.”

– Alma Wiseman, Chief Operating Officer

On any given day, you’ll find creative shoots happening in the studio, a new product being tested down the hall, and a few dogs napping under desks between takes. 

It’s a system that only works because of the people behind it: creative thinkers, analysts, pet parents, and innovators who bring energy to every project.

8. Customers Shape Our Brands

And while so much happens within our walls at HQ, some of our best ideas come from outside them.

Our customers play a bigger role in our brand development than most people think. Feedback—whether it’s a product review, survey, or quick social comment—often sparks real change.

Many of our product updates, flavor tweaks, and even new launches start with what customers tell us they want (or don’t want). That direct connection keeps us grounded, honest, and constantly improving—because the best ideas don’t always come from inside Wholesome. They come from you.

A Toast to What’s Next

Eight years in, and it still feels like we’re just getting started. To our team, our customers, and our community—thank you for believing in what we’re building and helping shape what’s ahead.

Here’s to eight years of doing things the Wholesome way—and to everyone who helped us get here.