Supplying Local Stores, Cafes, and Small Retailers

Wholesale-Style Selling: What It Is (In Plain Language)

Supplying local stores, cafes, and small retailers is often a wholesale-style relationship: you sell in larger, repeatable quantities at a lower per-unit price than direct-to-customer sales, and the buyer resells (or uses) your product. The trade-off is usually steadier volume and predictable orders, in exchange for meeting the buyer’s operational needs: reliable supply, clear paperwork, and delivery that fits their schedule.

Think of it as moving from “one customer at a time” to “one business account at a time.” Your goal is to become easy to buy from.

1) Understanding Retailer Needs

Retailers and cafes are not just buying a product—they are buying a system that won’t create extra work. The most common needs are: consistent supply, simple invoicing, and delivery windows that match their operations.

A. Consistent supply (and honest communication)

• Consistency beats variety for many buyers. A store would rather stock 3 items reliably than rotate 12 items unpredictably.
• Set expectations upfront: what you can supply weekly, what is seasonal, and what changes with weather.
• Communicate early if something changes. A quick message 48–72 hours before delivery helps them adjust orders and avoid empty shelves.

B. Ordering and re-ordering must be easy

Small retailers often reorder quickly between other tasks. Make ordering simple:

• Offer 1–2 ordering methods (e.g., text/WhatsApp + email backup).
• Use a consistent order cutoff (e.g., “Orders by Tuesday 5pm for Thursday delivery”).
• Confirm orders in writing (even a short message: items, quantities, delivery day).

C. Invoicing and payment workflow

Businesses need paperwork to pay you. Even if the owner loves your product, their bookkeeper needs a proper invoice. Retailers also prefer:

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• Clear invoice numbers (so they can track what’s paid).
• Consistent pricing (avoid changing prices without notice).
• Payment terms they can follow (e.g., due on delivery, net 7, net 14).

D. Delivery windows and reliability

Delivery is often the biggest make-or-break factor. Stores and cafes run on tight staffing and opening hours.

• Ask for their preferred delivery window (e.g., 8:00–10:00 before peak hours).
• Arrive when you said you would. If delayed, message immediately with a new ETA.
• Use repeatable drop-off routines: where to park, where to place goods, who signs.

Step-by-step: Your first “retailer-fit” checklist

1. Pick 3–6 products you can supply reliably for 8–12 weeks.
2. Define ordering rules: cutoff day/time, delivery day(s), minimum order (if any).
3. Prepare a one-page product sheet (template below).
4. Prepare invoice + delivery note templates (templates below).
5. Decide your delivery window options (e.g., “Mon/Thu mornings”).

2) Setting Wholesale Prices vs. Retail Prices

Wholesale pricing is not “discounting randomly.” It is a structured price that allows the buyer to resell at a profit while you still earn what you need. Retailers typically expect a margin that covers their overhead (rent, staff, spoilage risk) and still leaves profit.

A. Margin expectations (what buyers often look for)

Many small retailers aim for a gross margin in a broad range (often around 25%–45%, depending on category, spoilage risk, and local competition). Cafes may think differently: they care about portion cost and menu pricing, and they may accept different margins if your product is a signature ingredient.

Instead of debating margin theory, focus on a practical question: Can the buyer sell it at a price their customers accept, while you still profit?

B. Case sizes and pack sizes drive the real wholesale price

Wholesale is often sold in cases (multipacks) rather than single units. Case sizes should match how the buyer uses or sells the product.

• Store shelf item: case of 6, 8, 10, or 12 units (easy to count, easy to stock).
• Cafe ingredient: larger packs (e.g., 2 kg, 5 kg) to reduce handling and packaging waste.
• Perishable items: smaller cases reduce spoilage risk and encourage reorders.

C. A practical way to structure wholesale vs. retail

Use a simple tier structure that is easy to explain and administer:

• Retail price: for direct customers and single-unit sales.
• Wholesale case price: for businesses buying by the case (or meeting a minimum order).
• Optional volume tier: for larger weekly spend (only if you can manage it consistently).

D. Step-by-step: Build a wholesale price list that doesn’t confuse buyers

1. Choose your case pack for each product (e.g., 12 x 250g jars).
2. Set a per-unit wholesale price and multiply by case pack to get a case price.
3. State the buyer’s suggested retail price (SRP) as guidance (optional but helpful).
4. Keep it stable for a set period (e.g., 4–8 weeks) and give notice before changes.
5. Put it on one page with ordering cutoff and delivery days.

3) Packaging for Shelves

Shelf-ready packaging is about making your product easy to stock, easy to identify, and durable in handling. You are designing for a retail environment: staff will unpack quickly, customers will pick up and put down items, and products may be moved multiple times.

A. Barcodes: optional, but plan for them

Some small retailers don’t require barcodes; others strongly prefer them for checkout speed and inventory tracking. If you don’t have barcodes yet:

• Ask the buyer: “Do you require a barcode, or can you ring it up with a price label?”
• Offer a transition plan: “We can supply without barcode for the first month; barcode labels can be added by date X.”

B. Sturdy packs and transport protection

• Use strong outer cases that stack without crushing (especially for jars, eggs, delicate produce).
• Standardize case labeling: product name, pack size, count, and date packed.
• Prevent leaks and scuffs: separators, trays, or shrink wrap where appropriate.

C. Clear labels for shelf browsing

Retail customers decide quickly. Your front label should make the product obvious at a glance. Retailers also want fewer customer questions at the counter.

• Front label clarity: product name, key variant (e.g., “mild,” “unsweetened”), net weight/volume.
• Batch/date coding: helps with rotation and any quality issues.
• Allergen and storage cues: reduces returns and confusion (e.g., “Keep refrigerated”).

D. Shelf-fit considerations (small details that matter)

• Footprint: will it fit standard shelf depth and height?
• Facing: can the label face forward easily without rolling/falling?
• Price tag space: leave a clean area where the retailer can place a price sticker if needed.

Step-by-step: Make a “shelf-ready” pack test

1. Pack one case exactly as you would for delivery.
2. Simulate handling: carry it, stack it, open it, remove items quickly.
3. Place items on a shelf and view from 1–2 meters away: can you read the key info?
4. Check for damage after 24 hours (leaks, crushed corners, label scuffs).
5. Adjust case strength, separators, or label material as needed.

4) Basic Paperwork: Invoice, Delivery Note, Payment Terms

Paperwork is what turns a friendly relationship into a reliable business account. Keep it simple, consistent, and easy to file.

A. Simple invoice (what it must include)

• Your business/farm name and contact details
• Buyer name and delivery address
• Invoice number and invoice date
• Delivery date (if different)
• Itemized list: product, pack size, quantity, unit price, line total
• Subtotal, any taxes (if applicable), total due
• Payment terms (e.g., due on delivery, net 7)
• Payment method details (bank transfer info, mobile money, etc.)

B. Delivery note (packing slip) for receiving

A delivery note helps the store check the order quickly. It usually shows quantities delivered and a place to sign. Some businesses want a signed copy returned to you.

• Include: buyer name, delivery date/time, list of items and quantities
• Add: “Received by (name/signature)” and “Notes (short/over/damaged)”

C. Payment terms you can actually manage

Payment terms are a policy, not a wish. Choose terms that protect your cash flow and match the buyer’s habits.

• New accounts: due on delivery (or prepay) until trust is established.
• Established accounts: net 7 or net 14 can work if you track it.
• Late payment rule: decide your follow-up schedule (e.g., reminder at day 1 overdue, call at day 7).

Step-by-step: A basic accounts routine (weekly)

1. Send invoices the same day as delivery (or immediately after).
2. File signed delivery notes by customer and date.
3. Once per week, review unpaid invoices by due date.
4. Send polite reminders with invoice number and amount due.
5. Pause further deliveries if an account is significantly overdue (your policy should be clear).

Role-Play Script: Pitching to a Store (Owner or Buyer)

Scenario: You are approaching a local grocery store that stocks regional products. You want to open a small wholesale account.

YOU: Hi, I’m [Name] from [Farm/Brand]. I supply [product category] locally and I’d like to see if we’re a fit for your shelves. Who’s the best person to speak with about ordering?  (pause)
BUYER/OWNER: That’s me—what do you have?
YOU: Great. I’ll keep it quick. We supply three core items consistently: [Item A], [Item B], and [Item C]. They’re packed in shelf-ready units, and we deliver on [days] within a set window. Do you currently stock something similar, or is there a gap customers ask for?
BUYER/OWNER: We have something similar, but supply is inconsistent.
YOU: That’s exactly what we focus on—reliable weekly availability. Here’s a one-page product sheet with wholesale case prices, pack sizes, and a simple availability calendar. If it helps, I can also suggest retail prices that work in nearby stores.
BUYER/OWNER: What are your minimums and terms?
YOU: Minimum is [X cases or $X] per delivery. For new accounts we do [due on delivery / net 7]. Ordering is by [day/time] for delivery on [day]. I’ll confirm every order in writing and include an invoice and delivery note.
BUYER/OWNER: Can we try a small order first?
YOU: Absolutely. A good starter is [starter bundle: e.g., 2 cases of A, 1 case of B]. I can deliver on [next delivery day]. If it sells well, we can adjust the mix and keep it consistent.
BUYER/OWNER: Do you have barcodes?
YOU: We can supply [with barcodes / without barcodes initially]. If you require them, we can add barcode labels by [date]. What does your checkout system prefer?
BUYER/OWNER: Okay, send me the details.
YOU: Will do. What’s the best email/number for order confirmations and invoices? Also, where should deliveries be received and who signs the delivery note?

Tip: Your goal is not to “sell everything.” Your goal is to agree on a small, repeatable first order with clear delivery and payment terms.

Template: One-Page Product Sheet (Wholesale)

Copy, paste, and fill in. Keep it to one page if possible.

PRODUCT SHEET (WHOLESALE) — [Farm/Brand Name]
Contact: [Name, phone, email]  |  Ordering: [WhatsApp/text/email]  |  Order cutoff: [Day, time]
Delivery days/windows: [e.g., Mon & Thu 8:00–10:00]  |  Minimum order: [e.g., 2 cases or $100]
Payment terms: [e.g., Due on delivery for new accounts; Net 7 after 4 successful deliveries]
--------------------------------------------
ITEM LIST
1) Product name: [Item A]
   Pack size (consumer unit): [e.g., 250g jar]
   Case pack: [e.g., 12 units/case]
   Wholesale price: [e.g., $X per unit] / [e.g., $Y per case]
   Suggested retail price (optional): [e.g., $Z]
   Storage: [ambient/refrigerated]  |  Shelf life: [X]
   Barcode: [Yes/No/Available by date]
   Notes: [e.g., best seller, mild flavor, etc.]
2) Product name: [Item B]
   Pack size:
   Case pack:
   Wholesale price:
   Suggested retail price (optional):
   Storage / Shelf life:
   Barcode:
   Notes:
3) Product name: [Item C]
   Pack size:
   Case pack:
   Wholesale price:
   Suggested retail price (optional):
   Storage / Shelf life:
   Barcode:
   Notes:
--------------------------------------------
HOW TO ORDER
Send: product + number of cases (or units) + requested delivery date.
Example order text: “Item A: 2 cases, Item B: 1 case for Thu delivery.”

Template: Availability Calendar (Simple and Buyer-Friendly)

Retailers want to know what will be available and when. Keep it simple: show “steady,” “limited,” and “not available.” Update monthly or seasonally.

AVAILABILITY CALENDAR — [Farm/Brand] — [Year]
Legend: S = Steady supply  |  L = Limited  |  N/A = Not available
Product            Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
[Item A]           S   S   S   S   S   S   S   S   S   S   S   S
[Item B]           N/A N/A L   S   S   S   L   L   S   S   L   N/A
[Item C]           S   S   S   L   L   N/A N/A N/A L   S   S   S
Notes:
- Limited = order early; quantities may be capped per account.
- If weather affects supply, we confirm availability at order cutoff.

Template: Simple Invoice (Copy/Paste)

INVOICE
Seller: [Farm/Brand Name]  |  Address: [Address]  |  Phone/Email: [ ]
Buyer: [Store/Cafe Name]   |  Delivery address: [ ]
Invoice #: [0001]          |  Invoice date: [YYYY-MM-DD]
Delivery date: [YYYY-MM-DD]
Payment terms: [Due on delivery / Net 7 / Net 14]  |  Due date: [YYYY-MM-DD]
------------------------------------------------------------
Description                 Pack size     Qty     Unit price     Line total
[Item A]                     [250g]        [12]    [$ ]           [$ ]
[Item B]                     [ ]           [ ]     [$ ]           [$ ]
------------------------------------------------------------
Subtotal: [$ ]
Tax (if applicable): [$ ]
Total due: [$ ]
Payment method: [Bank transfer details / mobile money / cash on delivery]

Template: Delivery Note (Receiving Slip)

DELIVERY NOTE
Seller: [Farm/Brand Name]  |  Contact: [Name, phone]
Buyer: [Store/Cafe Name]
Delivery date/time: [YYYY-MM-DD, HH:MM]
Delivery address: [ ]
------------------------------------------------------------
Description                 Pack size     Qty delivered     Notes
[Item A]                     [250g]        [ ]              [ ]
[Item B]                     [ ]           [ ]              [ ]
------------------------------------------------------------
Received by (name): ____________________
Signature: ____________________________
Date: ________________________________
Issues (short/damaged/temperature): __________________________