Sales Channel Map: Requirements and Economics
Direct Sales (Markets, Instagram, Subscriptions)
- Highest price and margin — 100% of revenue stays with you
- Real costs include time spent on communication, individual packaging, and delivery
- Buyers purchase on the basis of personal trust
- Minimal documentation requirements for B2C sales
Restaurants and Food Service
- Stable volume with predictable schedules
- Price 20–40% lower than direct sales — chefs know the market
- Higher requirements for quality and consistency — "restaurants cannot switch microgreen suppliers every week"
- What they check: appearance, freshness, weight consistency, uniformity between orders
Speciality Stores and Farm Shops
- Mid-range pricing between direct and retail chain sales
- Moderate packaging and labelling requirements
- Often on consignment terms — the retailer bears the risk of unsold stock
Retail Chains (Supermarkets)
- Lowest purchase price — chains retain 30–50% of the retail price
- Highest standards: EAN-13 barcodes, full regulatory labelling, HACCP documentation, stable scheduled deliveries
- Economically viable only at volumes where compliance costs are offset by revenue
How a Buyer Evaluates in 3 Seconds
Product appearance — Colour (green vs. yellowish), structural integrity, visible moisture condensation.
Shelf life remaining — Residual shelf life is critical; less than 50% of the stated shelf life deters purchase.
Labelling — Barcode present, nutritional information (calories, protein, fat, carbohydrates), producer identification with address; missing elements result in rejection by retail chains.
Price-to-packaging fit — A premium price requires justification through packaging quality.
Strategy for Entering the Restaurant Channel
A chef's first impression is shaped by reliability: "Can I count on stable deliveries every week?"
First contact: A personal visit with tasting samples — 5–6 varieties of microgreens in good condition, minimal time demanded from the chef. Avoid unsolicited emails or cold calls.
First deliveries: A test phase focused on punctuality, accurate weight, and consistent appearance. "If you miss one delivery, chefs won't take the risk a second time."
Three Mistakes That Cost the Most
Entering retail chains unprepared. Chains require infrastructure (barcodes, HACCP certification, specialised packaging) that demands investment exceeding revenue at volumes below 200–300 kg per week.
Ignoring residual shelf life at the point of sale. Products arriving with 3 of 7 days of shelf life remaining drive customers to competitors.
Failing to calculate the economics of each channel separately. Direct sales appear most profitable until you account for 15 hours of communication per week.
Indicators That Your Sales Setup Is Working
- At least two active channels prevent over-reliance on a single restaurant or store
- Margin for each channel is calculated including its specific operating costs
- Products retain at least 5 of 7 days of residual shelf life at the point of retail sale
- New clients and venues come in through referrals from existing customers