Services · Wholesale Support
WHOLESALE
Supportbuild the accounts that build the business
Wholesale is often the difference between a roastery that covers costs and one that thrives. The right accounts — cafés, offices, restaurants, hotels — provide predictable recurring revenue that retail rarely delivers. But finding them, pitching them, and keeping them takes a different kind of work to running the roastery itself.
We help roasters at every stage of wholesale development: setting up for the first time, breaking through a plateau, or systematising an account base that's grown too organically to sustain. The goal is a wholesale operation that runs without you having to manage every relationship personally.
What's Included
Wholesale Pricing Strategy
A pricing model built around your costs, your margins, and the market you're selling into. Many roasters undercharge wholesale, and many overcharge in ways they can't see until accounts start leaving. We get the numbers right.
Target Account Mapping
A prioritised list of prospect cafés, restaurants, hotels, and offices within your target geography — scored by fit, volume potential, and likelihood to convert. So your sales effort goes where it has the highest return.
Pitch Materials
A wholesale pack that covers your range, your story, your pricing, and what makes you different — formatted for the conversations your prospective accounts actually have. Concise, confident, and built to close.
Account Onboarding System
A documented onboarding process covering setup, training, first delivery, and the first 90-day check-ins. First impressions define wholesale relationships. A structured onboarding keeps accounts and generates referrals.
Outreach & Sales Support
Templates, scripts, and support for your outreach — whether you're emailing cold prospects, following up after a tasting, or handling an objection about price. We've been in these conversations; we know what moves them forward.
Ongoing Account Retention
Regular review of your account base — who's ordering, who's drifted, who needs a visit, and how to turn an occasional account into a committed one. Retention is cheaper than acquisition. We build the habit of looking after what you have.
In Practice
Client
Lantern Roastery
Specialty coffee roaster · Bristol
Before
12
After
34
Before
£180
After
£310
Before
28%
After
41%
The Situation
Lantern had twelve wholesale accounts after three years of operation — mostly friends, neighbours, and people who'd come to them. Their pricing was inconsistent, they had no formal pitch materials, and their best salesperson (the founder) was spending two days a week on ad-hoc account management instead of roasting.
The Outcome
We rebuilt their wholesale pricing from the ground up, created a target account map of 60 priority prospects in Bristol and Bath, and produced a wholesale pack that their team could use confidently. Fourteen months later they have 34 active accounts, a dedicated part-time account manager, and wholesale revenue that exceeds retail for the first time.
How It Works
Business Assessment
Week 1–2
We review your current wholesale setup: existing accounts, pricing structure, margins, capacity, and what you're able to commit to in terms of service and volume. Honest assessment before any advice.
Wholesale Strategy
Weeks 3–4
We build the plan: pricing model, target account criteria, pitch positioning, and a realistic 90-day account acquisition target. Delivered as a working document, not a slide deck.
Materials & Systems
Weeks 5–6
We produce or advise on the pitch pack, onboarding materials, and any operational systems — ordering, delivery scheduling, account communication — that need to exist before you scale.
Ongoing Support
Monthly retainer
Once the foundations are in place, ongoing support covers outreach review, account health tracking, re-engagement of dormant accounts, and a monthly check-in on pipeline and revenue. You grow; we keep you organised.
Investment
Project + optional retainer
From £1,800
Wholesale support begins as a fixed-fee project — strategy, pricing model, target account map, and pitch materials — typically £1,800–£3,500 depending on scope and scale. Ongoing monthly support (account health tracking, outreach review, quarterly strategy sessions) is available from £550 per month after the initial project is complete. Minimum three-month retainer.
All prices exclude VAT. The initial project fee is waived if you proceed directly to a six-month retainer.
Common Questions
We're just starting wholesale. Is it too early for support?
Not at all — in fact, this is often the best time to get the pricing and positioning right before habits form. Many of the roasters we work with have inherited wholesale structures they built when they were desperate for any account. Setting it up properly from the start is much cheaper than fixing it later.
Do you make the sales calls on our behalf?
No — we support, train, and equip you and your team to have these conversations, but we don't act as a sales agency. The relationship between a roaster and a café is personal; it should come from you. We make sure you're prepared, confident, and well-organised when you walk through the door.
Our pricing is already set. Can you work with it?
We can review it and tell you honestly whether it's working. In most cases we find either that margins are being compressed by delivery costs and packaging that weren't properly accounted for, or that pricing is inconsistent across accounts in ways that create friction when someone compares notes. We can work with your existing structure or recommend changes.
What type of accounts do you focus on?
Independent cafés are typically the most valuable wholesale customers for a specialty roaster — higher volume, longer relationships, and better alignment on quality. That said, we look at the full picture: offices, restaurants, hotels, and corporate accounts all have a place in a balanced wholesale portfolio. The right mix depends on your capacity, your margins, and your geographic market.
How long before we see new accounts coming in?
Wholesale has a longer sales cycle than most people expect. The first month is about getting the strategy and materials right. Outreach in month two starts to generate conversations. Converted accounts typically come in months three to four. Sustainable growth — where your pipeline is consistently full — usually takes six months. We'll tell you if we think you have a shorter window.
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READY TO GROW
your wholesale?
Book a free 30-minute discovery call. We'll talk through what you're building, what stage you're at, and whether there's a fit. No pitch, no obligation.