I make small-batch pantry items—jams, spice blends, that sort of thing—and I'm trying to get into independent grocery and gift stores. I've done farmers markets for two years and have a small online presence. I don't know where to start with wholesale outreach. Do I just walk in with samples? Email first? Any advice from people who've done this would be appreciated.
Retail Wholesale
I want independent stores to carry my products
Walking in unannounced is usually a bad move. Buyers are busy and you'll likely get turned away. Email first, keep it short, and ask if they're open to new local vendors. Attach a one-page line sheet with wholesale prices.
What's a line sheet?
Basically a product list for buyers. Item name, case size, wholesale cost, MSRP, and a photo. Keep it to one page if you can.
I run a small shop and I'll be honest—I get a lot of these emails. The ones I actually read have the subject line mentioning local, a clear price list, and no huge attachments. If I'm interested I'll ask for samples. Don't send unsolicited samples to a store you haven't talked to.
Following this. I'm in a similar spot with candles. The email vs walk-in question has been stressing me out.
Have you looked into local food hubs or distributor co-ops? In some areas there are aggregators that work with small producers and sell to independents. It can save you from doing one-by-one outreach, though they take a cut.
That's a good point. We use one for some categories. But for specialty items, buyers still like dealing directly with the maker at first. It builds trust.
Make sure your packaging is retail-ready. Barcodes, ingredient labels, nutrition facts if applicable. I've passed on products I liked because they weren't compliant. Also, know your shelf life and whether you can handle a reorder.
Barcodes—do you need a GS1 membership or can you use those resold ones?
Most real retailers want GS1. Resold barcodes can cause issues if they get flagged. It's not cheap but it's worth doing right if you're serious about wholesale.