Pantry Files: Wholesome Co-Founder, Alene Sullivan
Welcome to Pantry Files, where we speak with founders, innovators, producers, makers, do-gooders in the world of health and wellness and grocery. We celebrate where they have come from, where they are going and all of the good they are doing. We even get a peek into their personal kitchens and pantries.
In this edition, we speak with Alene, one of our co-founders, get the low-down on what’s brewing in the world of sustainable grocery and hear about her favourite mid-week meal.
“I love food, adore cooking and the experiences and bonds that are created over a good meal. I feel lucky to go to work every day and be surrounded by what is essentially a super-sized pantry full of ingredients, innovation, and purpose-led brands.”
Originally from across the globe in the U.S., Alene has enthusiastically embraced Australia where she has called home for the past ten years. Alene fortuitously met Jerry a few years ago through her partner and in 2020 they joined forces to launch Wholesome and make eco-health products, products that are good for both people and the planet, more accessible for Australians.
Can you tell us a bit about why you started Wholesome?
We started Wholesome to create a platform from which all Australians could access products that are good for them, from companies that are all around doing good. Health and wellness should not be a privilege and we cannot afford to take our planet for granted. Everyone deserves the knowledge about and access to products that are human and planet-friendly. By focusing on our supply chain, knowing where and how products are produced and the footprint they leave, we can create better-for-you businesses and minimise our impact on the environment. We are selective about our brand partners, only working with brands that are making efforts to produce and be better creators. So through Wholesome we essentially make buying better easier.
What are you working on right now?
Every day brings new challenges and successes, but overall, I am working hard on democratising healthy eating and living through Wholesome. We are building our incredible range of brand partners that are doing so much good, adding new products every week. One of the best parts of this job is discovering (and tasting) new products! We are particularly focused on sourcing new and exciting products from around Australia. Those specialty products are chock full of local ingredients that aren’t available in your usual supermarkets or health food stores. I am also working to get the word out about our free membership program where we commit to donate a free membership for every paying member. I am really proud of this program and our decision to offer free memberships to Australians who qualify (e.g. low income families, students, pensioners).
We are super excited to be wrapping up our rebrand in the next couple of months – we are working with an incredible Australian design studio, Universal Favourite.
What does wellness mean to you?
Wellness is a state of being both mentally and physically. Being emotionally or mentally depleted can be just as dangerous, if not more dangerous, for wellbeing. For me, it doesn’t mean just ticking off exercise goals for the week and lunches full of just salads. While regular exercise and what I put in my body impacts how I feel from top to toe, often a good night out, an excellent bottle of wine or chat with a friend is just as nourishing.
Do you have a food philosophy?
My general philosophy on food is to eat what makes you feel good. But everything should be consumed in moderation. I try and stay away from processed foods. I absolutely love cooking, it can be therapeutic, a meditation for me, and I adore creating beautiful, flavourful dishes that are enjoyed with a bottle of wine (or two) and friends and family. But when the busyness of life takes over, it is sometimes just about getting an acceptably nutritious meal on the table that makes a two- and four-year-old (plus their parents) fed and happy! Most days, convenience is key, but we do our best with our kids to instil the importance of where our food comes from and getting them involved in the process of cooking or preparing a meal.
Image: Alene at home with Isaac and Sana
What pantry items can’t you live/cook without?
Let me caveat this by saying that I have access to a warehouse full of incredible, sustainable and organic products. And while that can feel like a privilege, our Members essentially have the same privilege. It’s like choosing your favourite child (impossible!) but if I had to pick a few they’d be a very good olive oil, a robust stock and popcorn. As long as I have some basic ingredients to make a sauce or dressing, I know that I can have a last-minute meal underway in minutes that can satisfy adults and kids alike.
Mount Zero olive oil and Every Bit Organic are a couple of my favourite olive oils and I love the Stock Merchant’s stocks. I often ‘boost’ my stocks with Gevity bone broth. Popcorn is always a perfect snack, especially on the go. My favourite at the moment is Serious Popcorn. Spices are also essential for me not only because they are delicious and so critical for creating layers of flavour but have wonderful health benefits. Cinnamon and nutmeg are favourites in our house and make their way into dinner as well as breakfast dishes. And of course, Olsson’s salt flakes are usually used for the final touch.
Can you describe your pantry in three phrases?
Organised chaos – I am always trying new products without the time to label and categorise everything. Getting products out of boxes and into reusable containers is helpful to preserve the item, to immediately see the product and is also a great way to reuse jars and bottles. But while I’d love to have an immaculately organised pantry, I’ve come to terms that it just isn’t realistic for me.
Healthy snack haven – our pantry is literally overflowing with snacks, rice crackers, nuts, popcorn, spreads, you name it.
Tardis – I learned this term only after moving to Australia and seeing Doctor Who for the first time. I think it is pretty fitting for my pantry. Not that large on the outside but seemingly infinite on the inside, I can literally pull the most random (but wonderful) items out of it and have been known to make a pretty good creation with purely pantry items!
What’s on the menu in your house on a typical night?
No matter the season, we often have fish tacos on the weekly rotation. I love pickling red onions in apple cider vinegar and using these flavour jewels throughout the week on other salads and dishes. We use Diegos or La Tortilleria tortillas and have recently incorporated Chotto Motto Magic Spicy Dust into the spice mix for the fish (and probably sprinkle it on most everything these days!). Chilli is also high on our list of go-tos. I’m a fan of meals that I can batch cook in the beginning of the week and also freeze portions for another week - chilli is one of these. It is also incredibly versatile, and we end up putting whatever protein we have on hand in it, tons of vegetables and spices. Try my favourite recipe here!
“Wholesome exists to put the spotlight on companies that not only make natural and delicious products, but who produce for a greater purpose. Whether it is to eradicate slavery in the cacao supply chain, or remove plastic from all packaging, we have so many incredible brand partners. I am truly humbled by each of their stories and love using Wholesome as a platform to shout them from the rooftops.”
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