How to use this Toolkit:
Each section offers practical guidance and tools.
You can dip into individual sections as needed or work through the toolkit.
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P005 → Selling
Selling directly to customers - Why it matters.
Meeting the people who eat your food changes everything. Direct selling creates real connections, builds trust, and allows you to earn a fair price for your work. It also helps customers understand the care and skill behind each product.
Benefits of Direct Selling
• Keeps profits local and supports small-scale livelihoods.
• Provides immediate feedback from customers.
• Builds relationships and loyalty through face-to-face exchange.
• Encourages transparency and food education.
Direct selling happens in many forms: Farmers’ markets, farm shops, community-supported agriculture (CSA) schemes, farm-to-table events, and pop-up food stalls. Each model brings producers and eaters closer together.
Quick comparison:
Direct sales rely on relationships and visibility; wholesale prioritises volume and consistency. A balanced mix of both can sustain a small producer year-round.
Practical Tips & Checklists for Direct Sales
Direct Sales Checklist
Choose the right channel for your product, time, and capacity.
Plan seasonal pricing and product rotation.
Use clear signage and tidy, reusable packaging?
Offer tastings, samples, or short stories about your produce.
Prompt:
What’s the simplest way you can meet your eaters this season?
Think about one event, market, or partnership where you can show your produce directly.
Supplying to public & private buyers - Connecting local food to public plates
Getting local food into public kitchens connects community values with everyday meals. Schools, cafés, restaurants, and hospitals can shape food culture and strengthen local economies by sourcing from nearby producers.
Why Local Procurement Matters
• Supports regional farms and businesses.
• Keeps public spending within the local economy.
• Improves food freshness and quality for diners.
• Builds relationships between producers and caterers.
Understanding what buyers need- reliability, compliance, and clear communication - helps small producers succeed. You can start by learning their priorities, then align your offer with their menus and procurement cycles.
Steps to Get Started with Buyers
Register as an approved supplier (through local authority or procurement portal).
Ensure compliance with food safety, traceability, and invoicing standards.
Match your offer to seasonal menus and buyer volumes—be realistic and reliable.
Deliver on time and maintain open communication with kitchen managers.
Gather feedback after each cycle and adjust your plan accordingly.
Tip:
Start small: one product, one school, one season.
Scaling up gradually helps you build confidence and refine logistics.