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About Us

We’re on a mission to make the hospitality industry better for buyers, brands, and guests.

  • A checkmark in a circle.
    Hospitality businesses get products that align with their vision and values.
  • A checkmark in a circle.
    Brands get more exposure and seamless sales.
  • A checkmark in a circle.
    Guests get to delight in the details.
  • A checkmark in a circle.
    Everybody wins.
A cozy and stylish café interior with a warm, inviting ambiance. The café features a high wooden ceiling with exposed beams and hanging globe lights. Contemporary blue chairs and wooden tables are neatly arranged on a terrazzo floor with large windows allowing natural light to flood the space. Potted green plants add a touch of nature, enhancing the tranquil and welcoming atmosphere.
A horizontal line coming in from the right side of the square, extending half the length of this square.This image features a warmly lit dining setup with a wooden table adorned with clear glasses, silverware, and small flower arrangements in various small vases, offering a mix of yellows and pinks that add a splash of color to the scene. The table is surrounded by wooden chairs with a modern design, suggesting an intimate, contemporary dining environment, possibly in a restaurant or a cozy home setting. The ambiance seems inviting, as if waiting for guests to arrive and take their seats for a meal. The lighting is focused on the table, drawing attention to the inviting arrangement and the promise of hospitality.The image displays a human hand extended toward a flat, horizontal line, against a terracotta-colored background sprinkled with darker, irregular shapes that resemble flakes or fragments of a similar hue. The hand appears to be reaching out or about to rest on the line, which could be a surface or edge. The person is wearing a long-sleeve garment with a light pink or peach color, suggesting a gentle, calm setting or possibly a display of an object or action for demonstrative purposes.A horizontal line coming in from the right side of the square, extending half the length of this square.
A bottle of rosé wine with a playful label reading 'BREAKFAST IN THE VINEYARD' alongside a whimsical illustration of a blue kangaroo in a red and white landscape. Above the kangaroo, the label indicates it is a product of VQA Ontario VQA.
Brand
Buyer
Guest

We create meaningful connections that benefit everyone.

A horizontal line coming in from the right side of the square, extending half the length of this square.This image features a warmly lit dining setup with a wooden table adorned with clear glasses, silverware, and small flower arrangements in various small vases, offering a mix of yellows and pinks that add a splash of color to the scene. The table is surrounded by wooden chairs with a modern design, suggesting an intimate, contemporary dining environment, possibly in a restaurant or a cozy home setting. The ambiance seems inviting, as if waiting for guests to arrive and take their seats for a meal. The lighting is focused on the table, drawing attention to the inviting arrangement and the promise of hospitality.The image displays a human hand extended toward a flat, horizontal line, against a terracotta-colored background sprinkled with darker, irregular shapes that resemble flakes or fragments of a similar hue. The hand appears to be reaching out or about to rest on the line, which could be a surface or edge. The person is wearing a long-sleeve garment with a light pink or peach color, suggesting a gentle, calm setting or possibly a display of an object or action for demonstrative purposes.A horizontal line coming in from the right side of the square, extending half the length of this square.
A bottle of rosé wine with a playful label reading 'BREAKFAST IN THE VINEYARD' alongside a whimsical illustration of a blue kangaroo in a red and white landscape. Above the kangaroo, the label indicates it is a product of VQA Ontario VQA.
Brand
Buyer
Guest
Brand
Buyer
Guest

Whence is the first marketplace that connects hospitality businesses directly to brands, without middlemen. By fostering direct connection and consolidating logistics, Whence is creating a more equitable marketplace.

We do the work of finding and vetting brands with standards.

As a woman-founded and minority-owned business, we strive to elevate brands with unique backgrounds. We source brands that aren’t only the best at what they do - they care about how they do it. Guests enjoy amazing products like locally sourced regenerative cider, biodynamic and organic wines, plastic-free guest supplies, zero-waste furniture, and more.

Our Team

Our team has worked in hospitality and procurement for decades.

We know the difficulties of finding and vetting brands, and the time it takes to negotiate contracts and form relationships.

We’ve also experienced the magic that high-quality products and unexpected details can bring to guest experiences.

We created Whence with these realities in mind. We’re building relationships across North America and Europe with businesses promoting better practices in the industry and can’t wait to share them with you.

A close-up image capturing the moment coffee is being poured into a white cup, with a package of 'Ethica Coffee Roasters' Colombian coffee visible in the background. The packaging has vibrant colors and text indicating it's a washed coffee from Orlando Quiñayas. The setting is adorned with lush green plant leaves, adding an organic feel to the cozy coffee scene.

Ready to source with Whence?

Source with Whence

Ready to reach new customers with Whence?

Three beverage containers: On the left, a wooden, ridged vase-like object with a narrow opening at the top. In the middle, a bottle of Merlot wine from the Niagara Peninsula VQA, vintage 2021, with a label featuring a silhouette of a running horse. On the right, a can of Heartwood Sparkle Organic Apple, a non-alcoholic sparkling cider, labeled with playful spots and an illustration of an apple.
Sell with Whence