We wrote up the actual wholesale-pricing math after realizing "just halve your retail price" isn't it

Shipped a new $9 guide today: The Wholesale Pricing Cheat Sheet for Food & Drink Founders.

The shortcut most founders reach for is: take your retail price, cut it in half, call that the wholesale number. It points the right direction but the math underneath it is usually wrong — margin requirements are different by store type, and if you skip the COGS floor you can end up quoting a price that loses money at volume.

What's in it:

- Retail margin ranges by store type (indie café 40-55%, specialty/co-op 35-50%, natural grocery 35-45%, juice bar/wellness 45-55%) — your wholesale ceiling depends on which one you're pitching

- The ceiling formula itself: retail price × (1 − store's margin %)

- A 5× rule to check your price against true COGS before you ever quote a buyer

- A full worked example on a 12-pack beverage, plus what a distributor's cut does to the math if you ever add one

$9, instant download: https://shop.robbydslilgreens.com/products/the-wholesale-pricing-cheat-sheet-for-food-drink-founders

If you're earlier in the process — finding and pitching stores in the first place — we also have a $9 set of cold-email templates and a $19 playbook covering the whole method, same honesty-first approach as everything else we've shipped here.