A farmers market is a popular launching point for many small businesses. When demand grows and the opportunity arises to reach more customers, scaling up your operation for wholesale can be an exciting next step. Here are some tips.
1. Assess your readiness: Take stock of your current operation before making any big moves. What do you grow or produce best? Whether it’s beef, bees, produce, or value-added products like jam and cheese, know your strengths. Intermediary buyers are typically less forgiving of quality inconsistencies than direct-market customers. Ask yourself if you could maintain your current standard if you were to increase your production.
2. Plan for increased production: Increasing your output will probably create new business needs. Do you need upgraded facilities or tools? More help? Evaluate new inputs from a business standpoint and make sure your projected sales and pricing will cover these increased costs while still delivering the profit margins you need.
3. Understand market requirements: Wholesalers must follow best practices, from food handling requirements to safety certifications. Consider how you will package your products for safety and sanitation.
4. Prepare your sales pitch: This is your opportunity to tell your brand’s story. What sets your product apart? How does it meet the needs of the wholesaler’s customers? How will carrying your product benefit the wholesaler?
5. Build your brand: Your brand is more than just your product—it’s your story. Develop a clear story that sets you apart and helps you connect with your customers. Create a recognizable logo and use it consistently.
With careful planning and a clear focus on production and business strategy, you can take your operation to the next level while staying true to what makes your products unique.
By Deborah Solie, senior project associate, Center for Rural Affairs. Established in 1973, the Center for Rural Affairs is a private, nonprofit organization working to strengthen small businesses, family farms and ranches, and rural communities through action oriented programs addressing social, economic, and environmental issues.
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