Healthy eating for better life

GoConnect spoke with our partner, Wholesum Japan, which imports and distributes eco-friendly, natural and healthy products. Wholesum founder Don Roxburgh shared insights into the wide range of offerings his company provides, his philosophy on the deep connection between food and well-being and the ongoing challenges of operating in today’s dynamic supply landscape.

Natural and Nutrient-Rich Food

Don and his wife started Wholesum four years ago by importing snack bars infused with manuka honey from New Zealand. “I felt that the manuka honey and whole food ingredients make our treats healthier and tastier compared to other products on the market,” he said. “After starting to import those bars, one thing led to another and we continued to import more products to create a portfolio and solidify our brand.”  

Wholesum’s core philosophy centers around the belief that food plays a central role in every aspect of life, not only physically, but mentally and environmentally as well. “People often forget how interconnected food is to everything in our lives,” said Don. “I believe choosing products that are good for the body and the environment makes a difference in mental, physical and environmental health.”

Sustainable Living

While Wholesum started with snacks, its offerings have since expanded. Today the company also imports natural skincare products made from native New Zealand plants, as well as innovative alternatives to single-use plastics. One such item is a beeswax wrap, created by infusing dried beeswax into cotton, an eco-friendly replacement for traditional food wraps.

“Our focus is on high-nutritional-value products that aren’t just filler calories,” Don said. “We’re not just selling food; we’re promoting a lifestyle.” Though the current product range comes exclusively from New Zealand, the company plans to explore partnerships with producers from other countries in the future.

Bringing Natural and Organic Food Options to Japan

Don sees Japan’s urban food environment as overly reliant on processed and heavily packaged products. “It may just be me,” he said, “but it seems like food produced outside of Japan uses fewer additives and preservatives.” He hopes to fill that gap by bringing in high-quality, less-processed alternatives that cater to specific dietary needs, such as gluten-free and plant-based diets.

Wholesum’s agility and willingness to work with smaller producers allow it to offer products that are not only unique but also difficult to source. “We’re small, nimble and able to work with small producers, and also put the products into the right stores. That’s what makes us unique,” Don said.

The Growing Demand for Health and Sustainability in Japan

In light of recent global events, Don believes consumers are becoming more health-conscious and supply-aware. “The past few years have highlighted the importance of personal health and supply chain resilience,” he said. Nutrient-rich items such as manuka honey, blackcurrants and whole-grain snacks are gaining traction for their health benefits, shelf life and versatility.

He also pointed to the growing popularity of online shopping as a way for people to access premium products more conveniently. However, the unpredictability of modern supply chains has emphasized the need for more robust sourcing strategies. “That’s why we maintain a strong local inventory,” Don added, “to ensure reliability and reduce dependence on complex logistics.”

Wholesum’s Mission to Support Healthy Lifestyles in Japan

Wholesum Japan’s mission reflects a growing shift among consumers toward healthier, more sustainable lifestyles. With its curated lineup of nutritious snacks, eco-conscious alternatives and natural wellness products, the brand is carving out a unique space in Japan’s food and health market.

As more people look for meaningful choices that benefit both their bodies and the planet, Wholesum is helping to make those options more accessible, one bar, wrap or remedy at a time.