Selling farm products wholesale can be an excellent way to grow your business and reach more customers. However, to succeed in this channel, it’s essential to understand what wholesale buyers are really looking for.
Buyers need reliability, quality, and products that align with their store’s brand and customer expectations. Here are the top four things buyers prioritize when sourcing from local producers, along with tips to help you stand out.
👉In case you missed it, we hosted a free workshop: Break into Wholesale. In that session, David Vitanza, from the Local Line team, shared the best tips he learned while working as a produce buyer at Portland Food Co-op.
Wholesale buyers expect consistency in the quality and availability of the products they purchase.
Quality + Availability = Consistency
Buyers want a consistent quality product, one that’s going to look the same as much as possible every time you bring it to the store. This reliability builds customer trust as they come to recognize and rely on your product’s look, taste, and quality.
Pricing is crucial in wholesale relationships. Buyers need room for markup, usually between 10% and 50%. This margin enables stores to sell your product at a profit while offering customers competitive pricing.
David recommends researching pricing at potential partner stores: “Go into the store that you’re looking to sell at, see other similar products, and see what their prices are like.” Pricing flexibility is also important because wholesale volumes and customer bases vary widely. For instance, large chain stores may order in bulk, allowing for a discounted rate, while smaller independent retailers may order in smaller quantities, justifying a higher price point.
Wholesale buyers prioritize products with strong, professional presentation and branding. A well-packaged product not only catches the buyer’s eye but also appeals to end customers on the shelf. Branding is crucial to convey the quality and uniqueness of your product, making it stand out among competitors. As David advises, “Be bold, simple yet descriptive” with your branding, whether it’s a label or packaging.
In addition to labels and colors, consider how unique your product is compared to others. Finding a niche product or a different take on a common item (like a specialty lettuce variety) can give your product an edge with buyers.
Different buyers have varying requirements and definitions of what makes a product local. Understanding and meeting these standards is essential for successful wholesale partnerships. Buyers often look for certifications like organic or GAP (Good Agricultural Practices), which signal quality and safety standards to customers. Knowing these requirements upfront ensures you’re prepared to meet them and market your products effectively.
In addition to these four key factors, here are some best practices to foster strong relationships with wholesale buyers:
Working with wholesale buyers requires attention to consistency, competitive pricing, effective presentation, and a commitment to meeting buyer requirements. By focusing on these four areas, you can set your farm up for success in the wholesale market, growing your business while building valuable, long-term partnerships. Whether you’re new to wholesale or looking to expand, keeping these factors in mind will ensure you’re meeting the expectations of buyers and setting your farm apart from the competition.
At Local Line, we work with hundreds of farms and producers who profitably sell their products to various wholesale buyers. Are you curious to learn more about what we can do for you? Book a meeting with our team! 👇
Wholesale buyers prioritize a few key factors when sourcing from local producers. They look for consistent quality and availability in products to maintain customer trust. Competitive pricing is also essential, as it enables stores to price items attractively while making a profit. Strong branding and presentation are equally important, as they make products visually appealing to consumers. Additionally, many buyers value certifications (such as organic or GAP) that signal quality and safety standards.
Consistency is a critical factor in successful wholesale relationships. Farmers can ensure this by implementing regular quality checks to meet consistent standards for taste, appearance, and freshness. Assessing production capacity honestly and planning for seasonal or environmental fluctuations are also vital. Having backup suppliers or extra stock on hand can help handle unexpected demand or shortfalls. Building trust with buyers means proactively communicating any supply issues to maintain the relationship.
Wholesale buyers need pricing that allows room for markup, typically between 10% and 50%, to ensure profitability at retail. Competitive pricing is crucial, as buyers want products that align with market standards and appeal to price-sensitive customers. For farmers, understanding production costs and visiting local stores to see competitor prices are essential steps in setting profitable yet attractive prices. Offering tiered pricing based on volume also gives flexibility to cater to different buyer types, from large chains to smaller, independent stores.
Strong branding sets products apart on crowded shelves and communicates quality, value, and uniqueness. Buyers prefer products with clear, bold labels that are visually appealing and informative for end customers. Including details like shelf life on packaging helps buyers manage stock and reduces waste. Unique branding, such as using vibrant colors, catchy logos, or emphasizing a niche (like a specialty crop), can attract buyers and make your products memorable to shoppers, enhancing sell-through rates.
Many wholesale buyers require specific certifications as a mark of quality, such as organic or GAP (Good Agricultural Practices) certifications, which assure customers of food safety and production standards. Meeting these certification requirements may be necessary to secure partnerships with larger retailers or restaurants. For smaller farms without certifications, highlighting sustainable or organic practices can still appeal to certain buyers. Farmers new to certification may also find local grants or assistance programs to support the costs and training involved in meeting these standards.
