Welcome to the private course page for the Selling to Retail Learning Pathway! On this page, course participants will have exclusive access to course updates and resources – including workshop session recordings, slide decks and supplementary materials. The session recordings will be available on demand to the public in October 2025 via the BBA website.
Please note that attendance and active participation are important to your success in this program. Missing more than one session may result in your enrolment being reviewed. Please be prepared to dedicate 1.5-3 hours/week to this program.
If you qualify for a 1:1 advisement engagement to support your learning, you must complete all meetings with your assigned advisor on or before Sept. 27.
In preparation for Session 1, please watch Danny Turner’s presentation delivered at FABx 2022: Taking the Next Step – Moving beyond primary production to increase the value of your local food.
Session 1: Being a Good Supplier
Understand what retailers expect and how to build strong relationships. During this session, we discussed understanding retail management and best-in-class engagements. In preparation for the upcoming working group, please complete the Session 1 homework outlined below. A recording of the Session 1 workshop as well as a copy of the slide deck are also provided for you.
Session 1 Working Group: Pricing for Profit
Prior to breaking out into small working groups, BBA Advisors gave a brief presentation about the step-by-step process of Pricing for Profit. The recording of the Pricing for Profit presentation is available below.
Session 2: Preparing for Your Pitch Meeting
Resources
Course Details
Being a Good Supplier
Understand what retailers expect and how to build strong relationships.
In this session, you will review a real-world example of food value chain and add value chain. You will also learn about:
Retail Management
– Merchandising and Terminology
– Product Life Cycle
– Who is a Good Supplier?
– Product Readiness
Best-in-Class Engagements
– Relationships and Rapport
– Delivery/Etiquette
– Re-Order and Maintenance
Apply what you learned during Session 1: Being a Good Supplier. The Session 1 Working Group will cover Distribution Readiness.
For example:
Research category of product placement. What makes this category important in a store?
Plan case sizes
Calculate pallet volume for shipping. How many cases high and wide?
Get quotes from shipping companies on rates, routes, and specialty handling. If required, build this into your margin and MSRP.
If you are doing your own deliveries, create a Quality Control plan & delivery schedule (build this into your margin and MSRP)
Update or create recall and traceability. process and systems
Preparing for Your Pitch Meeting
Learn how to present your product with confidence and clarity.
In this session, you will learn about:
Product Expert
– Know your product
– Sell sheet
Sales Expert
– Know your category
– Order sheet
– Promotional Schedule
Owning Distribution
– Risk management
– Order management
– Reinforce commitment to selling
– Leverage rapport
Preparing your Pitch
– MVV
– Performance Highlights
– Identify wholesale partners
– Start with an elevator pitch
Apply what you learned during Session 2: Preparing for Your Pitch Meeting. During the Session 2 Working Group, we will go over Presenting Your Product.
For example:
Assess and update your order & sell sheet.
Create a promotional schedule (using seasons and holidays)
Plan minimum orders, volume buying incentives (VBIs) and payment schedule
Create a 15 second pitch that highlights your product, margin, units and category
Identify ideal buyer for your tradeshow and research what vendors they look for
Making the Sale
See how to take your pitch all the way to shelf placement.
In this session, you will learn about:
Review pitches and revisions
Prepping the Sale
Marketing Assets
– Go kit
– Sampling/demos
Best-in-class engagements
– Finalizing pitch for authenticity
Solidifying the sale
– Following up post trade show
– Critique, modify, adapt and evolve
Apply what you learned during Session 3: Making the Sale.
For example:
Set budget for total investment of tradeshow will target sales (including required inventory)
Decide and set promotional sale for tradeshow
Prepare your Go Kit for trade shows: Inventory and prepare current marketing materials and signage, including any demos you are sending to potential partners
Create a 30 second pitch that highlights your product, margin, units and category
Create follow up guide for potential partners: when to call back, best contact method, etc.
Create wholesale agreement terms, including minimum order, payment schedule, lead times, VBI discounts, etc.
During the Selling to Retail Learning Pathway, you will attend six weeks of live, online workshop sessions and working groups. You will work with our Advisors to prepare your product and pitch for wholesale buyers and distributors alongside other producers in your region.
Course participants are expected to actively participate in live sessions (workshops and working groups) and complete assigned tasks each week. Weekly sessions are delivered via Teams. A unique link will the emailed to you each week. For an optimal experience, please attend using a laptop rather than a mobile device, and ensure your camera and microphone are enabled. Workshop recordings will be edited to remove identifying information. Working Group sessions will not be recorded.
August 19-Sept. 23, 2025
Tuesdays 9:00-10:15 a.m. (PT) via Teams