Introduction
One of the hardest milestones for any food startup is selling that very first product—and then keeping the momentum going over the next 24 months. The startup journey in the food industry is full of unpredictability, tough retail environments, and changing consumer preferences.
At FoodResso, we support food entrepreneurs with the tools, insights, and strategy needed to not only launch but grow sustainably. This article breaks down the first sale, the sales journey in the first two years, the challenges, and the actions you need to take to thrive.
“If you are not embarrassed by the first version of your product, you’ve launched too late.” — Reid Hoffman, Co-founder of LinkedIn
1. The First Product Sale: How to Get There
Challenge: You have no sales history, no brand recognition, and a product that might still be evolving.
What to Do:
- Sell before you’re ready: Test market with friends, family, and community groups.
- Use pop-up markets: Farmers markets, weekend bazaars, and food trucks are ideal testing grounds.
- Pitch retailers directly: Visit small grocery stores and offer a consignment model.
- Leverage WhatsApp and Instagram: Start with personal networks and word-of-mouth.
Real Case: A startup in Dubai selling handmade sauces got their first 50 sales from community Facebook groups and then built a loyal returning base by offering tasting packs.
2. Building the First Sales Channels
Once you have validation, diversify how and where you sell:
- Online Storefront: Shopify or a free eCommerce plugin on WordPress.
- Cloud Kitchens: Partner with delivery aggregators like Talabat or Deliveroo.
- Small Retailers: Neighborhood groceries are more flexible than large chains.
- Direct to Consumer (DTC): Use WhatsApp, Instagram, or even Google Forms to take orders.
“In the beginning, it’s more about hustle than scale.” — Ben Horowitz, author of The Hard Thing About Hard Things
Middle East Example: A hummus brand in Amman partnered with two local cafes to offer their spreads. Customers discovered the brand through the café menu and started ordering directly.
3. First Year Challenges and How to Solve Them
Challenge: Low brand trust
Solution: Create a professional label, share customer reviews, show behind-the-scenes on social media.
Challenge: Cash flow and minimum orders
Solution: Use pre-orders to finance small batches. Focus on small frequent batches over large slow-moving inventory.
Challenge: Selling beyond friends and family
Solution: Launch limited-time flavors or bundles to attract new customers and trigger word-of-mouth.
Startup Tip: Offer a simple referral reward—like 10% off for every new customer they bring.
4. Year Two: From Survival to Growth
In the second year, your startup needs to move from founder-led hustle to repeatable systems.
What to Build:
- A CRM to track customers and follow-ups
- A basic digital marketing funnel (Instagram > WhatsApp > Sale)
- Sales forecasting based on 6 months of data
Growth Channels to Explore:
- Corporate clients: Catering for events, offices
- Retail distributors: For broader reach
- eCommerce platforms: Amazon, Noon, local specialty food websites
Global Example: A granola bar brand in the UK doubled revenue in year two by working with a food subscription box service.
5. Essential Metrics to Track
- Customer acquisition cost (CAC)
- Repeat purchase rate
- Average order value (AOV)
- Inventory turnover rate
- Sales per channel (WhatsApp vs Online Store vs Retail)
Final Thoughts
Selling your first product is not the finish line—it’s the starting point. Focus on learning, adapting, and building genuine customer connections. Keep your brand authentic, your operations simple, and your product feedback loop tight.
At FoodResso, we guide food entrepreneurs through these crucial early steps. Our goal is to educate and support, so you can make informed decisions, sell smart, and grow sustainably.