Price-First Reality

What Six Months of Trade Shows Taught Me About What Buyers Are Looking For

After countless buyer meetings, product sourcing sessions, and networking conversations across trade shows, one truth emerged above all others: pricing isn't just important—it's everything. While founders obsess over pitch decks and buyer relationships, the real battle is won or lost in the unit economics spreadsheet.

The Buyer's Unspoken Rule

Buyers don't lead with price objections because they assume you've already done the math. When they pass on a product, they rarely say "too expensive"—they'll mention shelf space, category fit, or timing. But behind closed doors, price is the silent eliminator. A product that's even 15-20% above the sweet spot for its category simply won't survive the velocity requirements of modern retail.

Quality Sourcing as Competitive Advantage

The most successful vegan brands aren't just finding good ingredients—they're finding good ingredients at prices that allow for aggressive market positioning. This means spending months, not weeks, on supplier negotiations. It means building relationships with co-manufacturers who understand your volume projections and can lock in pricing that scales. The founders who succeed are the ones who treat ingredient sourcing like a procurement discipline, not a product development afterthought.

The Opportunity

Price obsession represents a massive opportunity. Buyers need tools that instantly show how a new product's pricing stacks up across the category—factoring in promotional calendars, velocity expectations, and margin requirements. Getting savvy about pricing intelligence—and helping brands optimize before they ever walk into a buyer meeting—is becoming indispensable.

The lesson is clear: fall in love with your spreadsheets before you fall in love with your brand story. Price it right, and everything else becomes possible.

Understanding Market Dynamics

Navigating the market landscape is crucial. We must stay aware of trends and shifts in consumer preferences. The rise of plant-based diets has created a unique space for us. Buyers are looking for innovative products that align with these trends.

The Importance of Innovation

Innovation is key in our industry. We must continuously evolve our offerings. This means experimenting with new flavors, textures, and formats. Buyers want to see fresh ideas that excite consumers. They are looking for products that stand out on the shelf.

Building Strong Relationships

Strong relationships with buyers can make a significant difference. We need to engage with them regularly. Understanding their needs and challenges helps us tailor our approach. When we build trust, we create opportunities for collaboration.

The Role of Branding

Branding plays a pivotal role in our success. A strong brand identity resonates with consumers. It tells a story that connects with their values. Buyers are more likely to invest in brands that have a clear and compelling narrative.

Crafting Your Brand Story

Crafting a compelling brand story is essential. We need to communicate our mission and values effectively. This narrative should reflect our commitment to sustainability and health. Buyers want to partner with brands that align with their own values.

Conclusion: Empowering Our Future

As we move forward, let’s embrace these insights. By focusing on pricing, quality sourcing, and innovation, we can position ourselves for success. Together, we can disrupt markets and reach conscious consumers.

Let’s empower our brands and fuel the future of sustainable food. Remember, the right pricing strategy can open doors. Let's make it happen!