Introduction
Growing microgreens is one thing; selling them is something entirely different. I remember when I first ventured out myself. I had grown a few sample products and decided to head into the city to see if any restaurants might be interested in buying what I had to offer. I clearly recall standing in front of the main door of the first restaurant. My stomach churned with insecurity, and I felt so nervous that I couldn’t bring myself to go in. Instead, I walked around the block two more times before finally mustering the courage to follow through with my plan.
What happened next? Well, I asked to speak with the chef and used a phrase that would become my go-to in all future visits.
What to say
“Hi, I’m a local producer. I grow something called microgreens—have you heard of them?” The usual answer was, “No, I haven’t.” That’s when I’d bring out a few samples and ask if they had a minute to spare so I could show them what I had.
When we sat down for a chat and I began showing them the products, their demeanor usually changed. I wasn’t just another salesperson—I was a local grower, which was exactly what they wanted. And I was offering a product that was often quite expensive but now came with great taste, beautiful presentation, and a good price—all from a local producer. It checked all the boxes, making the product a fairly easy sell.
One thing I quickly learned was the importance of timing when trying to speak with a chef. The best times were either before lunch or after lunch—between 9:00 and 10:30 AM or 1:00 and 3:30 PM—when they usually had a moment to sit down and talk. Initially, I would just show up at restaurants unannounced, but later, I started calling ahead. When I called, I used the same approach:
If I spoke directly with the chef, I’d say:
“Hi, I’m a local producer growing something called microgreens. Have you heard of them?”
The chef’s answer—whether yes or no—didn’t really matter, as I had a response ready:
If they said "Yes":
“Ah, I see! You buy them from your distributor? (chat) Would it be possible for me to come by tomorrow around 10:00 AM to show you some samples?”
If they said "No":
“Well, microgreens are tiny plants with intense flavor and vibrant colors. If it’s possible, I’d love to come by tomorrow at [insert time] to show you some samples. Would that work for you?”
If I didn’t speak to the chef directly, I’d simply ask for them and follow the same process once we connected.
I have to say it gets easier when you have had your first positive response from a potential client.
How to sign up you first clients
First and foremost, the most common question you’ll get from a potential customer is, “What does it cost?” Pricing will vary depending on your location and whether there are other growers in your area. This is why I highly recommend starting with market research to determine if there are local growers already delivering microgreens to restaurants. This can significantly impact your chances of running a successful microgreens business.
Most likely, these restaurants are buying their microgreens from distributors. If you live in the EU, for example, they are probably purchasing from large companies where the microgreens often have a short shelf life, limited product availability, and lower quality. This is where your product can stand out in every way.
Here’s what makes your microgreens better:
- Longer shelf life: Typically 7–10 days.
- More product per box: Sometimes 2–3 times as much.
- Locally grown: A significant value-add for many customers.
Pro Tip: Deliver living microgreens still growing, such as on hemp fiber (not soil!). Most customers perceive more value when they receive microgreens in a living state compared to pre-cut versions in small plastic boxes, which also require more work.
Check out these examples below!
Plastic box
The price you can charge for a plastic box of microgreens typically ranges between 3–5 €, while a living sample can sell for 4–7 €, depending on your location. There’s a significant difference in the amount of work required for each option, with living samples generally being easier to prepare and deliver.
How to Upsell
For example, you could use a Eurobox (or a similar container), pack 4–6 units inside, and sell it as a single box. This would be the smallest quantity they can purchase. By offering this setup, instead of customers ordering just one unit at a time, they would automatically increase their orders to at least 4 or 6 units per order.
Setting up a subscription model
If you want to reduce the amount of work involved, there are several ways to achieve this. One of the easiest and most effective methods is to set up a subscription model with your customers. This means delivering, for example, once or twice a week on set days—such as Mondays and Thursdays. A subscription model allows you to plan your production more efficiently, reduce complexity, and minimize waste. Otherwise, you’ll constantly have to overproduce, which results in more waste and unnecessary effort.
Now, imagine if you had ten restaurants, all requesting deliveries on different days, with varying products. On top of that, you’d have to call each of them every two weeks to confirm their orders. It would be a logistical nightmare!
Instead, consider this approach:
You establish two delivery days, and each customer agrees on a fixed amount to be delivered on those days. For example:
- One restaurant orders 1 box (6 units) every Monday and 2 boxes (12 units) every Thursday.
- Another restaurant orders 4 boxes (24 units) every Monday and none on Thursdays.
If a restaurant needs to adjust their subscription—say, they’re running out of stock—they can contact you (or vice versa) during delivery, and you can increase their subscription accordingly. This way, neither you nor your customers need to make last-minute calls for every single order, which often leads to missed opportunities or delays.
With this system, you can harvest and package either the day before or on the morning of your delivery days. This ensures freshness while saving you SO much time!
I didn’t adopt this system in the beginning, and it made things so much harder. As my customer base grew, it became overwhelming to manage. Looking back, I wish I had implemented this subscription model from the start—it would have saved me countless hours and headaches.
Trust me: this approach reduces your workload, improves quality, and gives you more time to focus on other areas of your business. Your customers will appreciate the reliability, and you’ll enjoy a smoother operation. Start from the beginning, and you won’t regret it!
Summery
- Selling is easier with a great product. Use my suggested phrase or come up with your own to get your foot in the door and let your product speak for itself. Bonus points if you offer living microgreens!
- Timing is everything. When calling or visiting a restaurant, aim for 9:00–10:30 AM or 1:00–3:30 PM. Outside these times, your efforts may not be as appreciated.
- Price matters. Research what similar products cost in your area. If you’re unsure, around 5 € per box is a common starting point.
- Upsell with bundled units. Offer grouped sets (e.g., 4–6 units in one box) to increase order sizes automatically.
- Implement a subscription model. This will save you significant time and effort as you scale, enabling you to streamline your production and deliveries.
I hope this helps you get started with selling your microgreens and marks the beginning of a successful and exciting venture!