Selling produce to restaurants can be a rewarding way to expand your farm business. Many chefs are eager to use local ingredients, and trends show that locally sourced meats, seafood, and produce are in high demand. According to a study in Nevada, nearly 30% of gourmet and independently-owned restaurant chefs were also more likely to purchase local foods.
With consumers willing to pay a premium for dishes made from local ingredients, restaurants provide an excellent market for small and medium-scale farmers. Programs like "Fresh on the Menu" and "Farm-to-Table" dining have shown how powerful a focus on locally grown, seasonal products can be. Farmers who are consistent in quality, freshness, and availability have an edge in building relationships with chefs and restaurant owners.
In this article, we will explore key strategies for successfully selling produce to restaurants, from establishing strong communication channels with chefs to conducting market research and developing a solid business plan. By following these tips and guidelines, you can build fruitful relationships in the culinary world while expanding your produce business.
👉 Before we jump in, we recently hosted a workshop all about breaking into wholesale and selling to chefs. Watch the recording to get all our best insights.Â
To successfully sell produce to restaurants, you must first understand your market and identify which establishments will value your produce the most.
Different types of restaurants have unique needs; for example, farm-to-table restaurants, high-end dining establishments, and cafes tend to prioritize locally sourced and seasonal ingredients. Start by researching the restaurants in your area—visit their websites, analyze their menus, and note mentions of local or seasonal dishes. This analysis will help you identify restaurants that are more likely to be interested in what you offer.
Every farm has something that makes it unique, and you need to find and emphasize what sets your produce apart. Whether it’s organic certification, heirloom varieties, or sustainable farming practices, these are the aspects that make your produce appealing to chefs who want to offer something special. Your unique story is often your best marketing tool—chefs want to know where their ingredients come from and how they are produced. Craft a compelling narrative about your farm and the love that goes into every crop.
Think of ways you can make your offerings more compelling or unique. Consider offering value-added products like jams, jellies, pickled vegetables, herb-infused oils, dried herbs, spice blends, or salsas, or obtaining certifications to enhance your product's visibility and attract chefs who prioritize local ingredients.
For example, certifications like Certified SC Grown—which ensures that products are grown and produced in South Carolina—can be highly effective in building trust. Other examples include USDA Organic, GAP (Good Agricultural Practices) certification, or regional designations like Georgia Grown or Virginia's Finest. These certifications signal high-quality products and locality, making your produce more appealing to chefs who value transparency and sustainability.
A price list or product catalog is your calling card—it’s often the first real taste of your business that a restaurant will get. To make a strong impression, your price list should be as professional and visually appealing as possible.
Use high-quality photos to showcase your produce; vibrant, well-lit images can make all the difference in piquing a chef’s interest. Ensure each item has a detailed food product description, including important information like size, weight, taste profile, and any certifications (such as organic, pasture-raised or pesticide-free). Chefs are busy, and having this information at their fingertips makes their decision-making process easier.
Consider going beyond a traditional paper or PDF catalog and create an online version. Local Line's farm website builder and e-commerce platform for farmers allows you to build a dynamic and easy-to-update online catalog with accessible price lists, allowing clients to browse and order whenever they need.
Building a farm website also makes it easy to tell the story of your farm, showcase customer testimonials, and open additional market channels, such as selling farm products online, which can further build interest and trust in your offerings.
Once you've created a sell sheet and identified potential restaurants or other market opportunities like selling produce to grocery stores or specialty markets, it's time to reach out directly.
Personalize how you approach chefs by referring to specific items on their menu that could benefit from your offerings—being specific shows that you've done your homework and are genuinely interested in becoming a trusted partner.
Don't forget to highlight your unique selling points on your storefront, emails, website, and interactions with potential clients. Restaurants love sharing a great story about the farms they source from because it adds value to the dishes they serve. By providing chefs with this story, you’re not just delivering produce—you’re giving them a selling point they can pass on to their customers, enhancing the entire dining experience.
In addition to email outreach, it's valuable to network and engage in face-to-face interactions whenever possible. Attend local food events, restaurant conferences, farmers markets, or other culinary gatherings where chefs and restaurant owners will likely be present.
Offering samples of your produce is also a great strategy—giving chefs a chance to experience the quality of your produce firsthand can be far more persuasive than any email or brochure.
Establishing ongoing communication and good relationships with chefs, kitchen managers, and restaurant staff is the secret to building profitable farm sales to restaurants.
Maintaining regularity, quality, and freshness in your offerings is key to building long-term relationships. Consistent quality, particularly with fresh produce like leafy greens, will help establish trust with restaurant owners and chefs.Â
Chefs will only reorder if they trust your produce to be fresh, flavorful, and delivered on time. Start by setting clear internal quality standards—establish how your produce should look, taste, and be packed for delivery. Make these standards a part of your daily operations. Communicate your quality commitment to chefs, ensuring that every order meets the highest possible standards.
Consistency doesn’t stop at the quality of your produce. It also extends to availability, delivery schedules, and the ability to supply on a regular basis. Being transparent about what you have and when you have it is key to building trust.
Use Local Line's inventory management system to keep track of your stock levels in real-time, which will help you avoid over-promising and under-delivering. Chefs need to plan their menus, and knowing they can count on your reliability means they’ll be more likely to work with you in the long run.
Pricing your produce for wholesale can be tricky—you need to be competitive while making a profit. Start by researching the going rates for similar products in your area. Look at what other farmers are charging and understand how your produce differs in quality, freshness, and added value.
If you use sustainable practices or have organic certification, these can justify a premium price. However, be sure to explain these benefits to potential clients—many chefs are willing to pay more if they understand what they are paying for and how it adds value to their dishes.
Consider offering discounts based on the volume of product ordered to encourage larger purchases and increase sales.
Local Line makes managing your pricing easy by allowing you to quickly adjust produce prices based on seasonality, availability, or demand. Flexibility in pricing is another advantage you can leverage; for example, you might offer discounts on bulk purchases or special pricing for first-time orders. Clearly communicate any pricing changes to your clients using Local Line’s platform so there are no surprises.Â
Transparent, consistent communication about pricing is a key factor in building trust with your restaurant clients. Providing larger quantities to restaurants at prices below local retail prices can result in higher economic returns to the producer, making pricing strategies a win-win for both parties.
Payment flexibility can make your offerings more attractive to restaurant clients. Most chefs and restaurant owners prefer predictable payment schedules that help them manage their cash flow effectively. Offering net-30 or even net-60 payment terms can help establish trust and make your farm an appealing partner.
You can also consider offering incentives for early payments, like a small discount, which can benefit both parties by improving your cash flow and strengthening the partnership.
Local Line allows you to offer multiple payment options for product purchases, including credit card, debit cards, ACH, direct bank transfers, and more. The software also helps automate and simplify order and invoice management and easily create farm invoice templates. This level of flexibility makes it easier for chefs to do business with you, especially if you can adapt to their preferred payment methods. Chefs are busy and appreciate suppliers that simplify the buying process, making them more likely to continue buying from you.
Delivering exceptional customer service isn’t just about the produce—it’s about the entire experience you offer. One way to ensure top-notch service is to always meet your promised delivery times. Chefs rely on timely deliveries to keep their operations running smoothly, and missing deadlines can disrupt their service. Set realistic delivery schedules based on your capabilities, and use tools to manage order logistics effectively. Using Local Line's reliable pick and pack order fulfillment system to coordinate deliveries can prevent issues and help you meet expectations every time.
When unexpected issues do arise—such as shortages due to unexpected weather events—it’s crucial to be proactive in communicating with your customers. Send updates as soon as you foresee a problem, and always offer an alternative solution, such as a substitute product or a delayed delivery. Chefs appreciate clear, honest communication, and they are more likely to work with you again if you show reliability even in challenging situations.
Reaching out to restaurants during their busiest hours, like lunch or dinner service, or showing up unannounced without an appointment can irritate staff and disrupt operations. Calling to discuss business during peak service hours also demonstrates a lack of understanding of the restaurant’s busy schedule. Having an appointment is always better!
Show up prepared! Failing to bring enough samples for taste testing, neglecting clear pricing sheets with wholesale costs and volume discounts, or overlooking essential food safety certifications can derail your efforts right away. You can miss the mark by not researching the restaurant’s menu, knowing their pain points, or outlining delivery terms and minimum order requirements upfront.
Make your pricing as attractive as possible. Always quote wholesale prices. You can also consider building a volume discount structure that incentivizes larger orders. Also, if possible, flexible payment terms might give chefs and restaurants more incentive to work with you as cash flow can be variable. Be sure to be up to date with standard restaurant profit margins or seasonal pricing adjustments.
Chefs are busy people, so leaving samples for the team to test at their convenience might be effective. If so, be sure to outline the next steps clearly and follow up promptly. The reality is out of sight, out of mind. It’s your responsibility to make sure this doesn’t happen. Slow response times to inquiries and inconsistent communication can reduce trust.
Consistency is key. A chef wants to know that they can rely on you to get their inventory on time. Always operate on a clear delivery schedule and define a minimum order policy. This way, it’s clear from the start what the expectations are from both sides. Also, ensure to provide an emergency contact for urgent situations and provide ample notice if you can’t deliver that week.
Selling produce to restaurants can be a profitable sales channel if approached strategically. Local Line is an all-in-one farm sales platform that simplifies every aspect of this process—from managing inventory to building and maintaining strong relationships with customers like chefs. Here's how Local Line can help:
Selling produce to restaurants is about delivering quality, consistency, and proactive communication—Local Line provides the system that allows you to focus on these essentials without getting bogged down by administrative tasks. Take action today by setting up your Local Line store front, reaching out to local chefs, and offering them a taste of what your farm can provide. Combining hard work, genuine relationships, and modern technology will help you grow a successful, thriving business with the support of the local culinary community.
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Schedule a meeting with the head chef or purchasing manager, bring samples, and come prepared with clear pricing, minimum orders, delivery terms, and evidence of food safety compliance. Focus on how your product can solve their problems, save them money, or enhance their menu while being consistent and reliable. Timing is key - avoid busy service hours and come with a professional presentation that includes your product specifications, pricing sheets, and ordering process.
Focus on unique specialty items that restaurants can't easily get elsewhere or staple ingredients where you can compete on quality, consistency, or price. Popular categories include specialty produce, artisanal cheeses, unique sauces/condiments, locally-sourced meats, specialty baked goods, or ethnic ingredients that are hard to source. The key is offering something that helps restaurants differentiate their menu or solve a specific supply chain problem they're facing.
Restaurants typically expect a wholesale discount of 30-50% off retail prices, often working with a cost of goods sold (COGS) target of 25-35% of their menu price. This means if they sell a dish for $20, they want their total ingredient cost to be $5-7, making your ingredient just a fraction of that total. You'll need to price competitively within these constraints while maintaining your profit margins and be prepared to offer volume discounts or early payment terms to win business.
Restaurants source their food from various food suppliers, depending on the type of establishment and their priorities. Many restaurants purchase from wholesale distributors like Sysco or US Foods, which provide bulk ingredients at competitive prices. Specialty items and fresh produce are often sourced from local farmers, farmers' markets, or food hubs that aggregate products from multiple local sources. High-end and farm-to-table restaurants may establish direct relationships with small-scale farmers to ensure the quality and uniqueness of ingredients. Additionally, some restaurants use online platforms like Local Line to connect directly with local food suppliers for fresh and seasonal offerings.
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