Your approach will depend on which type of buyer you are targeting.
- Grocery or Retail stores:
- Grocery and retail stores come in various "types." Niche or specialty stores may often carry smaller product selections, with management and ownership entirely in the local area. This makes access easier in these markets. The number of specialty food retailers has increased in recent years due to consumer interest in smaller store formats and specialty food items (like certified organic and local foods).
- Independent grocers function as a full-scale grocery, but make purchasing decisions at the store or regional level.
- National chain stores typically make purchase and distribution decisions beyond the local level, often employing regional distribution centers. However, many national chains also allow direct store delivery of some produce, particularly crops easily delivered in bulk, such as melons and pumpkins.
- Regardless of grocery type, you'll need to contact the category purchasing manager to find out about the steps necessary to become a vendor. This may include an application process, increasing your food safety certification, and growing specific amounts of particular varieties of a product.
- Restaurants:
- Selling to restaurants is all about developing relationships with chefs or restaurant owners. You may want to start by researching local chefs and restaurants and verifying that they are 1) interested in purchasing local food and 2) align with what you grow. Reach out with a clear, professional introduction and product list. Be sure to understand the effects of pricing on their financial returns. Prove reliability by offering consistent product quality and steady communication to chefs and restaurants. This helps turn a first sale into a long-term relationship.
- Schools and Institutions:
- Selling to public schools will start with connecting with the local Food Service Director (FSD). They can give you a sense of the desired product type, volume, pricing, and purchasing timelines. Larger institutions will also have someone responsible for purchasing, but they may be purchasing through contracts with a wholesale food supplier or distributor. For help in scaling up or identifying larger markets in your area, contact the UK Food Connection.
For more in-depth information, check out each of our Key Business Functions of MarketReady below.
