Marketing Microgreens: Selling Microgreens to Restaurants

Joanna Okedara
Table of Contents
    Thank you! Please check your inbox now for your welcome email.
    There was an issue with the form. Please try again.

    In today's post, we'll delve into the world of selling microgreens and provide a step-by-step guide on how to successfully sell these verdant gems to restaurant businesses. From understanding the needs of chefs to crafting the perfect pitch, we'll equip you with the tools and knowledge to turn your growing microgreens business into a booming success. 

    Key Takeaway: The demand for farm-to-table dining experiences and nutrient-dense superfoods is on the rise. Different types of microgreens and microgreens seeds have emerged as the culinary world's little secret weapon. 

    These tiny, flavor-packed plants have found their way into the hearts and kitchens of chefs and food lovers alike. Microgreens are a hot commodity for restaurants seeking to elevate their online menu design and satisfy their customers' cravings for fresh, local ingredients. 

    If you're a microgreens business owner looking to tap into this flourishing microgreens industry, you're in the right place! So, let's dive in and discover how to sell microgreens and how you can make your greens the talk of the town!


    Choosing a Microgreens Business Model

    A successful microgreens business requires a well-thought-out plan, from choosing the right business model to ensuring the highest quality production. When starting your microgreens business, consider the following business models to determine which one best aligns with your goals and resources:

    1. Wholesale Business: Wholesaling involves selling your wholesale microgreens in bulk to retailers, restaurants, and other businesses. This model generally requires a larger production scale and a strong focus on maintaining consistent quality.
    2. Retail: Retailing involves selling microgreens directly to consumers, either through a brick-and-mortar store or marketplace online platform. This model allows for greater control over pricing and customer interaction, but may require more eCommerce marketing and branding efforts.
    3. Subscription Commerce: A subscription-based model provides customers with regular deliveries of your microgreens, often on a weekly or monthly basis. This model can create a stable revenue stream, foster customer loyalty, and help you better predict demand.

    Once you’ve decided on the model you want for your business, the next step is to create your omnichannel marketing plan.

    How to Sell Microgreens: Getting Started With Microgreens Marketing Plan

    A successful wholesale marketing plan for selling microgreens to restaurants involves a combination of strong branding and positioning. It also includes the strategic use of various marketing channels. 

    Here's a breakdown of the steps you should take to create an effective marketing plan for your microgreens business:

    Microgreens Branding and Positioning

    1. Creating a Unique Selling Proposition (USP)

    To stand out in the competitive market, develop a USP that highlights the benefits of your microgreens, such as their exceptional taste, health benefits of microgreens, or sustainability. Emphasize how your products can enhance the flavor and presentation of dishes at restaurants, helping them attract more customers.

    1. Designing a Logo and Packaging

    Design a logo and microgreens packaging that reflects your brand's values and identity. Consider using eco-friendly materials to showcase your commitment to sustainability. Incorporate colors and design elements that convey freshness, quality, and taste to appeal to restaurants and their patrons.

    1. Building a Strong Online Presence

    Create a professional eCommerce website that showcases the benefits of microgreens, and their quality. Include high-quality photos, testimonials from satisfied restaurant clients, and a blog with relevant content. Optimize your site for eCommerce SEO and make it easy for potential customers to contact you.


    Top 4 Microgreens Marketing Channels

    1. Social Commerce Marketing

    Leverage social media platforms like Instagram, Facebook, and LinkedIn to build brand awareness, showcase your products, and engage with potential customers. Share visually appealing photos and videos of your microgreens, and promote their use in restaurant dishes. Connect with restaurant owners, chefs, and influencers to expand your reach.

    1. eCommerce Content Marketing

    Create valuable content related to microgreens, such as articles, recipes, and videos. Share this content on your blog, social media profiles, and through guest posts on other relevant websites. This will help position you as an expert in the microgreens industry and attract potential restaurant clients.

    1. eCommerce Email Marketing

    Build an email list by offering valuable content or incentives to website visitors. Use email campaigns to nurture leads, share updates, and promote your products. Segment your list based on interest or customer type (e.g., restaurant owners, chefs) to send targeted, personalized messages that resonate with your audience.

    1. Events and Trade Shows

    Participate in food industry events, farmers' markets, and trade shows to showcase your microgreens and network with potential restaurant clients. Offer samples, promotional materials, and information about your products. Engage with attendees and potential microgreens distributors, collect contact information for follow-up, and forge relationships with industry professionals.

    How to Market Microgreens to Restaurants

    As a microgreens farmer, one of the most lucrative markets to tap into is the restaurant industry. Chefs and restaurant owners are always on the lookout for fresh, locally sourced ingredients to elevate their dishes. 

    Let’s explore strategies for approaching restaurants, identifying decision-makers, crafting an irresistible sales pitch, and building lasting vendor relationships to successfully market your microgreens to the restaurant industry.


    3 Strategies For Approaching Restaurants

    1. Research your target audience: Before reaching out to restaurants, conduct thorough research to identify those that would be most interested in your product. Look for restaurants that focus on farm-to-table, organic, or health-conscious menus, as they are more likely to value microgreens.
    2. Connect on social media: Follow and engage with local restaurants on social media platforms such as Instagram, Facebook, and Twitter. This will help you stay updated on their latest menu items, specials, and events, which can help you identify the best time to make your sales pitch.
    3. Attend industry events: Participate in local food festivals, farmers' markets, and networking events to meet potential customers and establish your presence in the restaurant community.

    3 Tips For Identifying Decision-Makers

    1. Head Chefs: Head sous chefs are responsible for creating the restaurant's menu and determining which ingredients to use. They are key decision-makers when it comes to incorporating microgreens into dishes.
    2. Restaurant Managers: Managers have the final say in many operational decisions, including sourcing wholesale microgreens. They will be interested in the cost savings and supply reliability that your microgreens can offer.
    3. Food and Beverage Directors: Larger establishments or restaurant groups may have food and beverage directors, who oversee multiple venues and are responsible for overall menu planning and ingredient procurement process. They can be influential in introducing microgreens across several locations.

    3 Tips for Crafting Your Microgreens Sales Pitch

    1. Showcasing the benefits of microgreens: Emphasize the nutritional value, flavor, and visual appeal of your microgreens. Explain how they can elevate a restaurant's menu and attract health-conscious diners.
    2. Providing samples and demonstrations: Offer free samples and live demonstrations to showcase the taste and versatility of your microgreens. Highlight creative ways to incorporate them into dishes, from garnishes to main ingredients.
    3. Emphasizing microgreens sustainability and local sourcing microgreens: Stress the importance of supporting local agriculture and reducing the carbon footprint associated with food transportation. Explain how your microgreens align with these values and will resonate with eco-conscious customers.

    Tips for Building Relationships

    1. Networking within the restaurant industry: Continue attending industry events and engage with restaurant owners, chefs, and managers. Building a strong network can lead to valuable referrals and long-term partnerships.
    2. Offering ongoing support and education: Provide resources, training, and support to help restaurants get the most out of your microgreens. Share recipes, menu ideas, and storage tips to ensure the success of your partnership.
    3. Collaborating on new menu items: Work closely with chefs to create innovative, seasonal menu dishes that highlight your microgreens. This collaboration can strengthen your relationship and position your product as an essential ingredient in their culinary creations.

    Tips for Marketing Microgreens to Restaurants

    1. Showcase Quality and Freshness

    When selling microgreens to restaurants, emphasize the quality and freshness of your products. Offer samples to chefs and restaurant owners, allowing them to experience the unique flavors and textures firsthand. Be prepared to discuss your growing and harvesting methods, as well as the steps you take to ensure the highest quality microgreens.

    1. Develop Relationships with Chefs and Restaurant Owners

    Forge strong relationships with chefs and restaurant owners by attending industry events, such as food festivals, trade shows, and culinary conferences. By networking with these key players, you'll have the opportunity to present your microgreens and demonstrate your expertise in the field.

    1. Offer Customized Solutions

    Each restaurant has its own specific needs and preferences. Offer customized solutions to your clients by providing tailored microgreens mixes that cater to their menu items or unique flavor profiles. By demonstrating your flexibility and willingness to accommodate their specific needs, you'll be more likely to secure long-term partnerships.

    Tips For Expanding Your Microgreens Business

    As the demand for microgreens continues to rise, many growers have recognized the opportunity to create thriving businesses that cater to this niche market. Let’s explore how to expand your microgreens business and market them effectively to restaurants.

    Diversifying Your Product Offerings

    1. Adding New Microgreen Varieties

    To stay competitive in the market, consider introducing new and unique microgreen varieties to your product lineup. This not only provides your customers with a diverse range of options but also positions your business as an innovative and forward-thinking supplier. 

    Research current culinary trends and experiment with exotic or lesser-known microgreen types to set yourself apart from the competition.

    1. Selling Seeds and Starter Kits

    Expand your revenue streams by offering microgreen seeds and starter microgreens kits for customers who want to grow their own microgreens at home. This can be an excellent way to build brand loyalty, as satisfied customers are more likely to return for additional seeds or supplies, and even recommend your business to others.

    1. Offering Microgreens Workshops

    Educate your customers and the local community by hosting microgreens workshops. These events can cover topics like growing techniques, harvesting methods, and creative culinary uses for microgreens. Workshops can also serve as an opportunity to network with potential customers, showcase your products, and solidify your reputation as an industry expert.

    Scaling Production and Distribution

    1. Increasing Growing Capacity

    To meet the growing demand for microgreens, invest in expanding your production capacity. This might involve purchasing new equipment, leasing additional growing space, or hiring more staff. By increasing your production capabilities, you can fulfill larger orders and tap into new markets.

    1. Developing Strategic Partnerships

    Collaborate with other businesses in your area, such as local farmers' markets, grocery stores, or gardening centers, to widen your food distribution channels. These partnerships can help you reach new customers and increase your overall market presence.

    1. Exploring New Markets

    Expand your target market beyond restaurants by exploring opportunities in catering businesses, meal delivery services, and even health food stores. By diversifying your clientele, you can create a more stable and sustainable business model that is less dependent on a single market segment.

    Measuring Success and Adjusting Your Strategy

    When marketing microgreens to restaurants, it is crucial to monitor your progress, assess the effectiveness of your approach, and make necessary adjustments. This can be achieved by tracking key performance indicators (KPIs) and analyzing feedback to continually optimize your strategy.

    Tracking Key Performance Indicators (KPIs)

    1. B2B Sales Process Growth

    To gauge the success of your marketing efforts, it's essential to monitor your sales growth. Analyzing your sales data can provide valuable insights into which strategies are working and which require adjustments. 

    Track your sales volume over time to determine the effectiveness of your marketing campaigns, and identify patterns or trends that may be influencing your success.

    1. Customer Retention

    Another important eCommerce analytics and KPI is customer retention, which indicates the percentage of repeat customers who continue to purchase your microgreens. High retention rates signal that your product is resonating with restaurant owners.

    On the other hand, low rates may signify the need for improvements in product quality or marketing tactics. To improve retention, consider offering loyalty programs or incentives to keep customers engaged and satisfied.

    1. Social Media Engagement

    In today's digital age, social media plays a vital role in marketing success. Track engagement metrics such as likes, shares, comments, and follows to determine which content resonates with your target audience.

    High engagement rates indicate that your content is reaching and resonating with potential customers, while low rates may suggest the need to refine your messaging or approach.


    Analyzing Feedback and Adjusting Your Approach

    1. Soliciting Feedback from Restaurants

    To continually improve your marketing strategy, seek feedback from the restaurants you serve. This can be achieved through direct conversations, surveys, or other communication channels. Listen to their experiences, concerns, and suggestions to identify areas for improvement and potential opportunities for growth.

    1. Monitoring Trends and Competitors

    Keep a close eye on industry trends and your competitors to stay informed and adapt to changing market conditions. This includes staying current with new microgreen varieties, culinary trends, and innovative marketing tactics. By staying informed, you can make data-driven decisions to evolve your marketing strategy and maintain a competitive edge.

    1. Adapting to Changing Market Conditions

    As market conditions shift, your marketing strategy should evolve accordingly. Regularly assess your KPIs and feedback to identify areas that require adjustments. By remaining nimble and responsive, you can ensure your marketing efforts remain effective and relevant, helping you to successfully sell microgreens to restaurants.

    Frequently Asked Questions About Selling Microgreens

    How do I Start a Microgreens Business?

    To start a microgreens business, follow these steps:

    • Research the market and identify your target customers.
    • Choose a business model (wholesale, retail, or subscription-based).
    • Develop a well-thought-out plan for production and distribution.
    • Select the microgreen varieties you want to grow.
    • Set up your growing space with the necessary equipment and supplies.
    • Develop a marketing plan to promote your business and reach potential customers.
    • Establish strong branding, create a professional website, and build an online presence.

    How do I Approach Restaurants to Sell my Microgreens?

    To approach restaurants and sell your microgreens, follow these steps:

    • Research your target audience and identify restaurants that value fresh, local ingredients.
    • Connect with local restaurants on social media platforms.
    • Attend industry events, farmers' markets, and networking events to meet potential customers.
    • Identify key decision-makers, such as head chefs, restaurant managers, or food and beverage directors.
    • Craft an irresistible sales pitch, emphasizing the benefits of your microgreens.
    • Offer samples and demonstrations to showcase your products.
    • Build lasting relationships by providing ongoing support, education, and collaboration.

    How do I Price my Microgreens?

    Pricing your microgreens depends on various factors, including production costs, market demand, and competition. To determine the right wholesale vs retail price, consider the following:

    • Calculate your production costs, including seeds, growing medium, equipment, labor, and packaging.
    • Research the prices of similar products in your market to understand the competitive landscape.
    • Factor in your target profit margin to ensure the sustainability of your business.
    • Consider offering volume discounts or tiered pricing for wholesale customers.

    How can I Expand my Microgreens Business?

    To expand your microgreens business, consider the following strategies:

    • Diversify your product offerings by introducing new microgreen varieties or selling seeds and starter kits.
    • Offer microgreens workshops to educate customers and the local community.
    • Increase your growing capacity to meet the rising demand.
    • Develop strategic partnerships with local businesses to widen your distribution channels.
    • Explore new markets, such as catering, meal delivery services, or health food stores.

    How do I Measure the Success of my Microgreens Marketing Efforts?

    Measure the success of your marketing efforts by tracking key performance indicators (KPIs), such as sales growth, customer retention, and social media engagement. Regularly assess these metrics and analyze feedback from your customers to make data-driven adjustments to your marketing strategy.

    Becoming The Talk of Town

    The increasing demand for farm-to-table dining experiences and nutrient-dense superfoods has created a booming market for microgreens. Tapping into the restaurant industry offers a lucrative opportunity for microgreens business owners. 

    As you continue to grow and expand your business, consider diversifying your product offerings and exploring new markets to create a more sustainable and thriving microgreens enterprise. 

    Ultimately, understanding the needs of the food and beverage industry is the first step towards selling microgreens. Crafting a tailored, strategic approach will not only set you apart, but help you transform your microgreens business into a resounding success.

    Book a Demo
    Streamline order management, grow your bottom line, and get back hours of your time with BlueCart. Schedule a demo now:
    Thank you! Your submission has been received!
    Oops! Something went wrong while submitting the form.