At Wholesome Goods, we do more than create high-performing consumer products. We are a part of every stage of the journey. From ideation and R&D to branding, fulfillment, and customer delivery, our vertically integrated business model is designed for one thing: total control that benefits everyone we serve.
Whether you’re a wholesale partner looking for efficient, scalable solutions or a potential team member curious about how we operate, this is your behind-the-scenes look at how we work—and why it matters!
The Problem With “The Way It’s Always Been Done”
In the traditional model, there are more hands and more hurdles. Why? Because it relies on a fragmented, multi-layered supply chain:
With every handoff comes added cost, longer timelines, diluted messaging, and the risk of quality slippage. Brands relying on this model often struggle to maintain consistency, traceability, or agility, especially as consumer needs evolve or shift quickly.
Even worse? The personal touch gets lost. Brands working through this system often sacrifice:
- Authentic relationships with their customers
- Real-time feedback loops that drive innovation
- Community-building opportunities that create brand loyalty
With so many layers in between, connection and care get put on the back burner.
Every product, package, and piece of content should be made with heart! That’s why we’ve built a system where we can control the experience from start to finish—with love, intention, and transparency at every step.
The Wholesome Way: Fully In-House. Fully Aligned.
At Wholesome Goods, we do things a little differently. We don’t believe in the bloat of traditional supply chains. Instead, we’ve eliminated the middlemen and built a leaner, more efficient model that keeps everything—from idea to delivery—under one roof or in the hands of trusted partners we directly manage.
Our model looks like this:
From concept to customer, spark to shipment, we manage every link in the chain—keeping our standards high, our timelines fast, and our costs customer-friendly.
What does that in-house advantage look like across our brands? Here are a few examples:
- Cosy House Collection: We disrupted the bedding industry by doing what most home brands don’t—managing the entire product journey ourselves. From importing our own textiles to overseeing packaging and fulfillment, we maintain total control over quality, costs, and customer experience. No retailers or inflated markups—just premium, OEKO-TEX® certified comfort delivered directly to your door.
- Pattern Wellness: All formulas are created in-house based on science-backed research, clean-label standards, and real customer input. Because we own the R&D, branding, and fulfillment, we can respond to trends, reformulate quickly, and launch effective supplements that put efficacy and transparency first, without relying on white-label shortcuts or external timelines.
- PupGrade: We don’t just brand someone else’s formula. Every chewable we offer is carefully researched, developed, and refined by our internal product and creative teams. From sourcing healthy ingredients to packaging and shipping, we keep the entire process close to home for quality, freshness, and a brand pet parents trust.
That’s the power of a tightly integrated model. But what does that actually look like behind the scenes? Let’s break it down—starting with where it all begins.
1. Product Development, Reinvented
We don’t outsource innovation.
Our in-house Research & Development (R&D) teams are the backbone of our product strategy—responsible for identifying real-world needs, analyzing scientific research, and developing effective, innovative formulas that deliver on our brand promises.
Whether it’s Pattern Wellness’s clean-label supplements or PupGrade’s functional soft chews, every launch is built on:
- Competitive analysis and customer feedback
- Deep dives into clinical research and active ingredient studies
- Iterative formulation, testing, and refinement
- Alignment with our internal standards for quality, transparency, and efficacy
But it doesn’t stop at formulation. We also carefully vet every single input, from active ingredients to flavorings and carriers. Our R&D and sourcing teams evaluate:
- Origin & sourcing transparency — Is it responsibly harvested, region-specific, and traceable with COAs?
- Purity & safety — Free from fillers, heavy metals, or contaminants
- Brand alignment — Clean label, non-GMO, cruelty-free, pet-safe, or plant-based, as applicable
- Environmental footprint — Planet-friendly and ethical sourcing practices
- Scientific backing — Clinical validation, peer-reviewed support, or industry-recognized use
- Compliance — Meets standards like cGMP, NASC, and more, depending on category
- Allergen/sensitivity awareness — Suitable for a wide range of users or pets
We don’t do generic blends for a quick buck. We do research-backed, purpose-built solutions that we’d be proud to use ourselves.
2. In-House Production Oversight
Next, we work hand-in-hand with our trusted manufacturing partners to ensure quality from batch one to batch one thousand. Rather than just sending a well-researched formula to a factory and hoping for the best, we oversee the process from start to finish.
That includes:
- Vetting trusted manufacturing partners who share our quality standards
- Hands-on ingredient sourcing, including traceability and compliance
- Third-party lab testing for finished product accuracy and safety
- Batch-testing protocols across all formulations
- On-site spot checks, audits, and production run reviews
- Real-time collaboration between R&D and production to optimize consistency
Because we oversee it all, we guarantee consistency and can course-correct fast if needed. This hybrid model makes sure we’re never in the dark about what’s being made, when it’s being made, or how it’s being executed.
3. A Supply Chain That Works for You
Most companies outsource fulfillment. We don’t. We fulfill orders with our very own internal distribution team. The result is:
- Tighter timelines
- Fewer errors
- Real-time scalability as demand shifts
- Smoother seasonal and promotional execution
This also allows us to pivot quickly—launching new SKUs, bundling products, or responding to seasonal trends without a bottleneck. Whether it’s fulfilling wholesale orders or high-volume DTC campaigns, Wholesome Goods is built to move with purpose and precision every step of the way.
4. Our Brands, Our Voice
Branding isn’t just a logo; it’s an experience. That’s why we keep every creative touchpoint in-house. From packaging to ad copy to campaign strategy, our creative team owns the process from start to finish.
Having complete creative control allows us to:
- Design consistent, memorable packaging and unboxing moments
- Produce all ad copy, video, and content internally
- Develop and optimize campaigns through real-time split-testing
Unlike brands that outsource marketing to third parties, we stay in sync across all departments—from product to production to promotion. This internal alignment means:
- Faster turnarounds based on performance or seasonal shifts
- Cohesive messaging across platforms and channels
- Greater agility when testing, iterating, and adapting creative
Because we’re all under one roof, our creative team collaborates closely with R&D, logistics, and customer success. This leads to:
- Sharper, more optimized content
- Clearer brand vision across departments
- The ability to brainstorm and pivot quickly
- Campaigns that reflect the real values—and real voices—behind each brand
In today’s fast-moving market, this level of in-house synergy isn’t just a nice-to-have—it’s a competitive advantage. It’s how we maintain brand clarity, move quickly, and stay connected to our customers and partners alike.
5. Direct-to-Consumer, by Design
We’re a DTC-first company, meaning we sell directly to customers via our own websites and platforms. But we’re also deeply committed to building strong wholesale relationships with retail partners who share our values.
The benefits of DTC?
- Lower prices (no middleman markups)
- Faster feedback loops
- Closer relationships with our customer communities
- Faster support and issue resolution
- Greater transparency around what goes into each product
If you’ve ever messaged us on Instagram, left a review, or opened one of our emails, you’ve already been part of that loop. And it’s a loop we actively listen to. It allows us to improve everything from product development to brand voice in real-time.
“Having full control over our innovation process means we can move quickly, but what really sets us apart is how tightly we’re tuned into our customer feedback loop. Because everything is in-house, we’re able to act on that feedback almost instantly and get that data to our teams for testing, refining, and improving faster than most traditional CPG brands ever could.”
– Chris Lindfield, Head of Marketing and Research
Why Our Business Model Matters to You
Whether you’re exploring our brands as a business partner, considering a career with us, or simply learning what makes Wholesome Goods different, here’s what our in-house approach delivers:
- Better quality — because we oversee every step
- More transparency — from formulation to fulfillment
- Lower prices — by eliminating retail markups
- Faster product launches — led by data and demand
- Stronger innovation — fueled by real customer feedback
- Brands that evolve with you — in real time
You’re not just interacting with a product. You’re seeing the results of a company that’s built with intention, from the inside out.
We’ve chosen the hard way so you can enjoy the best way. And we’re just getting started.
Explore the Wholesome Difference
Interested in working with us or carrying one of our brands? Reach out to learn more about what it means to partner with Wholesome Goods.
