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Transitioning your business focus from DTC to wholesale can be a daunting process at the beginning. It requires reevaluating your business, marketing, and logistics strategies, as well as a careful review of your margins and pricing. Additionally, deciding whether to involve intermediaries further adds to the complexity. 

This week on the podcast I chat to Helen Tricarico, brains and brewer behind the acclaimed Hoti Kombucha. We delve into her journey of transitioning from DTC to wholesale, which was triggered by a sudden change in her DTC space, leading to the loss of a significant portion of her business almost overnight. 

In this episode I guide Helen through the essential aspects to consider, understand, and implement when shifting focus to the wholesale market, with the aim of not only helping her reclaim her lost DTC revenue but also propelling her business to new heights through successful wholesale strategies, including:

↪️ Why start with strategic direction and communicate the changes every step of the way.
↪️ How to both utilise and support your existing retailers to increase sales.
↪️ How to scale up when moving to wholesale.
↪️ Why knowing your numbers and what margins you have to play with is essential.
↪️ How to use segmented marketing to drive your existing DTC customers to retail stockists. 
↪️ Why revisit the ‘pricing backward’ model.
↪️ Redirecting your ‘foot traffic’ through a clear communication strategy.
↪️  Working and planning in 90 day sprints.

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• HOti - Healthy On The Inside on Instagram
• HOTI - Healthy On The Inside on Facebook 
•  HOTI's website
• Lewin’s Change Management Model

If you haven’t listened to episode 73 (19 mins), ‘‘Reviewing Q2, and Keeping Your Business Alive in Q3!’ listen here.

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.