How to explore wholesale and catering opportunities

Why sell to other businesses?

Selling your products wholesale to other local businesses is one of the most effective ways to create a steady, reliable income stream. While selling directly to the public can be great, it often depends on footfall and daily demand. A regular order from a local café, deli, or farm shop provides a predictable baseline of revenue, helping you manage your cash flow and production schedule more effectively.

Step 1: Identify potential wholesale partners

Your first job is to build a list of potential local businesses to approach. Don't just think of the obvious ones; consider all the places that might benefit from selling high-quality, locally-made products. Your ideal partner is a business that values quality but doesn't have the time, skill, or facilities to produce what you make.

Look for:

• Cafés and coffee shops: Many excel at coffee but buy in their cakes, pastries, and savouries.
• Delis and farm shops: These businesses are built on sourcing fantastic products from local producers.
• Pubs and restaurants: They might need bread for their tables or desserts for their menu.
• Local attractions: Think about visitor centres, theatres, or community hubs that have a small café.
• Offices and co-working spaces: Some larger offices provide snacks or catering for their staff and meetings.

Spend a day walking around your target area and use Google Maps to research. Visit them as a customer to see what they currently offer and get a feel for their brand and customer base.

Step 2: Prepare your wholesale offer

Before you approach anyone, you need to have a professional package ready. This shows you are serious and makes it easy for them to say "yes".

1. Create a Wholesale Price List: This is crucial. Your wholesale price (or 'trade price') must be lower than your retail price. A common starting point is to offer a 25-30% discount on your retail prices. Your price list should be clearly laid out and easy to read.
2. Define Your Terms: Decide on your 'Minimum Order Quantity' (MOQ). This is the smallest order you are willing to deliver, which ensures the sale is profitable for you. Also, think about your delivery schedule – will you deliver on specific days?
3. Prepare Your Samples: The quality of your product is your best sales tool. Prepare a small, well-packaged sample box of your best-sellers to leave with the decision-maker.

Step 3: Make your approach

Contacting potential partners requires a professional and considerate approach. Remember, they are busy running their own business.

• Find the right person: Try to find the name of the owner or manager. You can often find this on their website or by asking staff politely.
• Choose the right time: Never try to pitch during their busiest service. For a café, mid-morning or mid-afternoon on a weekday is often best.
• Keep it brief and friendly: Introduce yourself and your business. Tell them what you admire about their establishment and briefly explain why you think your products would be a great fit for their customers.
• Leave your materials: Offer to leave your sample box and wholesale price list. Don't pressure them for an instant decision. Ask when might be a good time to follow up with a quick call or email.

Top Tip: Don't be discouraged if you get a few rejections. Building a wholesale business is a numbers game. Stay professional, be persistent (but not pushy), and let the quality of your products speak for itself. A single "yes" can make a huge difference to your business's stability and growth.