Get Smart And Systematic About Wholesale Coffee
Guided lessons from roasters, consultants, and industry veterans. For roasters who want to stop winging it and build a wholesale program that runs smoothly and profitably.
Enrollment is closed
Enrollment opens in
The next cohort starts in Q1 2027.
Enrollment closed September 17
Course Enrollment is Closed
The next cohort starts in Q1 2027
Join the waitlist below to hear first when enrollment opens.
- 9 hours of lessons across 4 modules, yours to keep for good
- 6-week interactive period, including community chat and live office hours
- Insights from wholesale experts like Luke Waite, Tarra Samuelson, and Danielle Ewalt
- 3 deep-dive interviews with roasters/operators like Opo Coffee and Desert Sun Coffee
- Templates you'll actually use: CRM pipeline, sales emails, onboarding and review checklists
- Community access alongside other roasters working through the same thing
30-day refund guarantee. Start the lessons the minute you join.
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to serve our roasting audience
Featuring expertise from
Wholesale is how most roasters grow sustainably. It's also super hard. Maybe you can relate.
You can sell your heart out to acquaintances, but winning over strangers is hopeless.
You've been closing accounts on relationships and hustle, but when it's time to look beyond your immediate network, the conversion rate plummets. There's no consistent lead generation, no follow-up system, no playbook. Just vibes and emails when you can remember.
You're selling lots of coffee, but somehow there's never enough money.
Customers are placing orders, but margins seem tighter than they should (and you're not sure if your winging-it prices are high enough). So when a prospect asks if you can offer a lower price, you give in, because it's better to get your foot in the door, right? Right?
You keep a spreadsheet of accounts and track them, sort of.
When you open up the spreadsheet every two weeks, it's never quite right. Account statuses changed, you had conversations you didn't log, you can't remember if you're supposed to reach out next week—or next month. And, blast, you left one lead hanging for six weeks again.
You lost an account you thought was locked in, and it hurts.
They seemed happy (of course, it'd been ages since you thought about them). Then one day they switched to another roaster who offered a lower price, better terms, or just showed up more consistently. You didn't have a system for keeping accounts happy and retained.
Through our RoasterLink program, we work with roasters at every stage, and these patterns show up constantly. The roasters who've solved them figured it out through years of trial, error, and conversations with other roasters who were a few steps ahead. This course is designed to compress that timeline so you can get to sustainable profitability faster.
Who this is meant for
Newer roasters who are getting serious about wholesale for the first time and want to build on a strong foundation, not years of trial and error on your own.
Established regional roasters who've been running wholesale but know their systems have gaps in pricing, sales process, account management, or all three.
New sales staff at roasters who need to get up to speed quickly on how wholesale actually works, without relying on tribal knowledge from whoever hired them.
What you'll walk away with
Every lesson will have you wanting to hit pause because you're inspired to workshop the learnings into your own operation. The expertise comes from people who run wholesale programs, consult with them on growing wholesale revenue, or both. Here's what changes after you go through it:
1. Price wholesale coffee with confidence
Know exactly how to price wholesale coffee so you're not guessing and so every account is actually profitable. Build a pricing model you can defend in any sales conversation. Know your true costs so you can stop subsidizing bad-fit accounts.
2. Fill your pipeline with a real sales process
Create lead generation systems (not ad hoc emails) that fill your pipeline with real opportunities. Setup your CRM for clarity so you can run repeatable sales process that keep good prospects from falling through the cracks, reduce the emotional drain of sales, and win a higher percentage of opportunities.
3. Retain accounts for the long-term, profitably
Develop an onboarding strategy that keeps customers happy and ordering consistently because they feel valued. Build a customer service rhythm that makes your customers stick with you, even through price increases..
Featuring people who've already figured it out
Learn from a variety of voices who've navigated the wholesale maze.
Garrett Oden
Publisher, Fresh Cup
Leads the RoasterLink matchmaking program, formerly a content marketing and copywriting consultant for coffee, F&B, and food tech companies. Now spends unholy amounts of time thinking about sales processes.
Luke Waite
Consultant, Pomelo Coffee Consulting
Spent years in coffee sales and ops, now a consultant to coffee roasters wanting to improve their people, process, and pricing. Author of The Owner's Manual, A Guide to Sustaining a Coffee Roaster.
Tarra Samuelson
Consultant, Curated Coffee Consulting
Co-owns Provisions Coffee and consults with cafes and roasters on wholesale and growth ops. Previously wholesale account and sales roles at companies like Verve, Equator, and Rishi Tea.
Danielle Ewalt
Co-founder, RoasterTools
Former cafe and roastery co-owner, then business strategy consultant, now the head of operations at RoasterTools helping roasters get smart about their wholesale workflows and data.
Nick Schmitt
Coffee Ambassador, Roastar
Our friends at Roastar will lead a lesson on private labeling, coming Q1 2027.
Plus roaster interviews with
Jonathan Pascual
Founder, Opo Coffee
Sammy Meyer
Operations, Friedrichs Coffee Roasters
Zachary Ray
CEO, Desert Sun Coffee
What's inside the course
Four modules, each with guided lessons from industry experts and operators. Watch at your own pace. And more lessons will be added soon.
★ An On-Demand + Cohort Experience
Wholesale for Roasters blends lifetime access video lessons with a six-week interactive period to help roasters turn new knowledge into action in their businesses.
✓ Lifetime course access — 10+ Hours of Video ContentYou'll have access to the course for as long as it exists (forever, ideally)
✓ Community chat — Workshop your learnings togetherA space for students to connect, share insights, and apply learnings
✓ 2x live office hours — Real-time collaborationWe'll get together for real-time Q&A and action-taking
✓ Resources and discounts — Tools to take with youA variety of templates and partner discounts to accelerate your growth
1. Getting Started with Wholesale
The foundation. How the wholesale model works, how to think about pricing, product strategy for wholesale specifically, and how to differentiate and position your roastery.
✓ Intro to the course — Garrett OdenA brief overview of what you'll learn in this intro lesson.
✓ The wholesale model explained — Luke Waite + Garrett OdenA brief overview of what you'll learn about the wholesale model.
✓ How to price wholesale coffee — Luke Waite + Garrett OdenA brief overview of how wholesale coffee pricing works.
✓ Differentiation and positioning — Garrett OdenA brief overview of how to differentiate and position your offering.
2. The Sales Playbook
How to find, pursue, and close wholesale accounts, from setting up a CRM to making the deal. Covers both local lead generation and the full sales process.
✓ Coffee sales mental models — Garrett OdenNine mental models that high-performers build their sales approach around.
✓ Wholesale marketing first steps — Garrett OdenCreating marketing assets to set yourself up for sales success.
✓ How to Use a CRM for Wholesale — Tarra Samuelson + Garrett OdenLong live the customer relationship manager.
✓ Generating leads locally — Garrett OdenHow to create a local lead generation system (beyond friends and family).
✓ Generating leads with RoasterLink — Garrett OdenWhen you should pay for leads, and when you shouldn't.
✓ The sales process & dealmaking — Tarra Samuelson + Garrett OdenHow to master the sales process (aka, stop winging and start closing).
✓ Selling to foodservice — coming soonWhat foodservice accounts look for, and how to sell to them.
✓ Selling to workspaces — coming soonWhat workspace accounts look for, and how to sell to them.
3. Running the Wholesale Program
The operational side that keeps your accounts happy, and keeps your accountant happy. Account management, retention, sourcing, inventory, private/white labeling, and equipment.
✓ Account management and retention — Danielle Ewalt (RoasterTools) + Garrett OdenHow to onboard new accounts, serve them well, and monitor warning signs.
✓ Using your CRM to keep accounts engaged — Garrett OdenVibes-based account management leaves customers behind, but CRM systems don't.
✓ Building a Private and White Labeling Program — Nick Schmitt (Roastar) + Garrett OdenThe ABC's of operationalizing, selling, and pricing private labeling.💠 Coming Q1 2027
✓ Sourcing and inventory — coming soonThree things that you'll want to change as you source for other businesses.
✓ Private and white labeling — coming soonPutting your accounts' branding on bags, and making money doing it.
✓ Selling and managing equipment — coming soonSelling equipment is complicated, but a real opportunity.
4. Roaster Interviews
Deep dive interviews with roasters walking through how they built and run their wholesale programs. What worked, what didn't, and what they'd do differently.
✓ Opo Coffee — Atlanta, GeorgiaEducating partners, running a simple coffee menu, and generating leads.
✓ Desert Sun Coffee — Durango, ColoradoHave a strong sustainability point of view, working with a team, and growing in a small town.
✓ Friedrichs Coffee — Urbandale, IowaOffering a wide variety of coffees, B2B marketing and sales, and offering non-coffee products.💠 More operator interviews releasing Q1 2027
Resources along the way
We took key learnings from the lessons and turned them into practical tools and templates you can start using immediately because we want to help you succeed, fast.
✓ CRM / Pipeline Setup PlanDeal tracker template with key suggested data points, like stage, deal size, and next actions.
✓ Sales Emails TemplatesThe sales emails we coach roasters to use to increase response rates and close deals.
✓ Account Onboarding ChecklistKey steps for an efficient onboarding process that bonds new accounts to you.
✓ Sales One-Pager StartersLightweight templates for making a wholesale one-pager.
Plus, partner perks
This course is a group effort, and the partners who've helped make it happen are extending special offers and discountsto students who are ready to accelerate growth.
Built from what we see every day
Fresh Cup has been covering the coffee industry for over 30 years. Through our RoasterLink program—a matching program between coffee roasters and wholesale coffee buyers looking for a partner—we work directly with hundreds of roasters and coffee shops.
Every week, we see roasters close new accounts through the program. We also see where deals stall, where follow-up breaks down, and where roasters leave money on the table.
That front-row seat to hundreds of wholesale relationships is what shaped this curriculum. The same gaps keep showing up, and we built the course around closing them.
This course exists because the same questions keep coming up: How should I price this? What does a real sales process look like? How do other roasters handle onboarding? We got tired of answering them one at a time.
Here's what roasters say about how we support them via RoasterLink:
"It's not just the financial ROI — it's driven us to refine our approach and build stronger systems . Failing faster and winning faster are both good."
Andy Newbom · Torque Coffee
"RoasterLink has been a good investment for me to sharpen my skills and better craft a comprehensive wholesale program. Could not have done it another way without the reps."
Landon Bonner · Peach Coffee
"Most of the wholesalers are chasing down customers. What is nice about this is the customers come to you . It has brought us clients who are serious about what they are looking for."
Lindsey Simpkins · Mudhouse Coffee
"RoasterLink cuts the need to make twenty calls to have one good conversation down to maybe five or six before I get one that actually turns into a pretty hot lead."
Brian Gumm · Ross Street Roasting
Inaugural launch pricing: $500 $399This is the first time we're running this course, and we're keeping the first class small so we can give students extra attention. Enrollment closes September 16th.
This is the first time we're running this course, and we're keeping the first class small so we can give students extra attention. Enrollment closes September 16th.
Enrollment opens September 3rd. Join the waitlist below.
Try It Risk-Free for 30 Days
If you go through the course and don't feel like it was worth it, email us within 30 days of purchase and we'll refund you in full. No hoops, no explanations required. We're confident enough in what's here to make that easy. The pricing framework alone should pay for the course the first time you use it in a sales conversation.
Questions people often ask
Roasters at any stage of wholesale. Whether you're just getting started or you've been doing it for years but know your processes have gaps. Also great for new sales hires who need to ramp up fast.
The full course includes four modules with 10+ lessons. It's entirely on-demand, so you can move through it at your own pace. Total course video time: 9 hours.
You will have lifetime access to the course. Individual course lessons may change or be updated over time, but we will never revoke access to the course.
No. The CRM lesson covers general setup principles that apply to whatever tool you use. The downloadable templates work in standard spreadsheet apps.
Even better. A lot of the value comes from seeing how others have structured what you're already doing—pricing, sales process, account management. Most roasters find specific gaps they didn't know they had.
No. The course covers practices that you can apply to selling to foodservice, workplaces, and other channels. The principles apply across wholesale account types.
It's more structured and more comprehensive. Each lesson goes deep on a specific topic with a specific expert, and the downloadable resources give you something to implement right away.
Wholesale for Roasters · A course from Fresh Cup Magazine · Also from Fresh Cup: RoasterLink