If you’re eager to take your farm’s sales to the next level, here are three key ways to successfully enter retail and distribution channels:
Understand What Buyers Want
Retailers and distributors are always on the lookout for fresh, high-quality, and consistently available products that meet consumer demand. Before pitching to buyers, research their preferences:
Seasonal trends – What’s in demand during different times of the year?
Certifications – Organic, non-GMO, and fair-trade labels can make your produce more attractive.
Packaging & shelf life – Retailers prefer produce that stays fresh longer and is easy to handle.
Try visiting stores and talking to managers to understand their sourcing needs and gaps in their product offerings.
Build Relationships with Distributors & Retailers
Success in retail and distribution is all about relationships. See some ways we suggest below -
Network at industry events – Farmers' markets, trade shows, and food expos are great places to connect with buyers.
Leverage introductions – Get referrals from other farmers, food brokers, or industry professionals.
Be consistent & reliable – Once you secure an account, delivering on time and maintaining product quality is key to keeping long-term buyers.
Price Your Produce Competitively Without Sacrificing Profit
Pricing is a balancing act—you need to remain competitive while ensuring profitability.
Understand wholesale vs. retail pricing – Retailers typically mark up produce by 30-50%, so set a price that allows them to make a profit while keeping your margins healthy.
Account for distribution costs – If working with distributors, factor in their fees (which can range from 15-30% of sales).
Offer volume incentives – Providing discounts on bulk orders can make your produce more appealing.
Want to dive deeper and get your questions answered? Join us on Wednesday, 3/26 at 1 PM ET for our free webinar featuring Alina Zolotareva, Founder of Future Fresh Consulting, where we’ll dive deeper into these strategies and more. Plus, you’ll get the chance to ask your pressing questions during an Ask Me Anything session.
Register HERE to secure your place. If you can’t make it live, sign up anyway—we’ll send you the recording.