Wholesale Sales Manager
Reports To: Chief Executive Officer (CEO) / Chief Operating Officer (COO)
Works in Collaboration With: Farm Operations, Distribution, Marketing, Customer Experience
Position Summary
Paradise Farms is seeking a Wholesale Sales Manager who is both a hunter and a farmer. This role requires a sales professional who can develop and close new wholesale opportunities while also managing, retaining, and growing existing customer relationships.
The Wholesale Sales Manager is responsible for expanding Paradise Farms’ wholesale business throughout Florida by opening new accounts, increasing revenue within current accounts, improving account penetration, and building long term partnerships across retail, restaurant, foodservice, distributor, and specialty grocery channels.
This is not a passive account management role. The right candidate must be comfortable prospecting, building a qualified pipeline, scheduling buyer meetings, presenting products, negotiating, closing new business, and following through with disciplined account management.
The Wholesale Sales Manager serves as a Paradise Farms brand ambassador and must be able to clearly communicate why organic and regenerative farming matter, including how healthy soil, responsible stewardship, clean sourcing, seasonality, and product integrity influence food quality and customer trust.
This role also provides market intelligence, customer feedback, competitive insights, pricing trends, and demand forecasting to support sales growth, merchandising, production planning, and inventory management.
Key Responsibilities
New Business Development
· Identify, prospect, develop, and close new wholesale accounts throughout Florida.
· Build and maintain a qualified sales pipeline of retailers, specialty grocers, chefs, restaurants, distributors, foodservice operators, wellness partners, and other wholesale opportunities.
· Develop and execute wholesale sales plans, territory strategies, and new account acquisition goals.
· Conduct outreach through calls, emails, in person visits, referrals, industry relationships, trade events, and community networking.
· Schedule and lead buyer meetings, product presentations, tastings, and sales conversations.
· Prepare proposals, pricing, product lists, and customer presentations.
· Represent Paradise Farms by clearly communicating our organic standards, regenerative farming practices, sourcing standards, product quality, seasonal availability, and product differentiation.
· Negotiate and close new wholesale accounts that meet sales, margin, service, and operational requirements.
· Achieve new account, revenue, and profitability goals.
Account Growth and Relationship Management
· Serve as the primary point of contact for assigned wholesale accounts.
· Onboard new wholesale customers, including account setup, pricing, ordering procedures, delivery schedules, product education, and communication standards.
· Maintain regular communication with accounts regarding product availability, seasonal offerings, inventory updates, pricing, new product launches, and order opportunities.
· Conduct regular account visits to strengthen relationships, evaluate account performance, understand customer needs, and identify growth opportunities.
· Grow existing accounts by improving order frequency, expanding product assortment, and identifying additional category opportunities.
· Build long term customer relationships focused on retention, loyalty, account growth, and profitability.
· Ensure customer issues are resolved quickly, professionally, and in coordination with internal teams.
Sales Growth and Revenue Management
· Develop account growth strategies that maximize annual sales, gross margin, and profitability.
· Introduce new products and seasonal offerings into existing accounts.
· Identify underperforming accounts and develop action plans to improve sales, retention, and profitability.
· Evaluate account performance by revenue, margin, order frequency, product mix, and growth potential.
· Achieve annual revenue, margin, new account, and account growth goals.
Customer Education
· Educate buyers, chefs, retailers, distributors, and foodservice partners on Paradise Farms products, organic and regenerative farming practices, sourcing standards, seasonal availability, and product quality.
· Communicate the value of organic and regenerative practices, including soil health, responsible animal stewardship, clean sourcing, nutrient density, seasonality, transparency, and food quality.
· Explain product attributes, production methods, sourcing practices, and product differentiation in a clear and credible way.
· Conduct product demonstrations, tastings, sampling events, customer training, and product launch support.
· Represent the Paradise Farms brand with professionalism, credibility, and strong product knowledge.
Market Intelligence and Business Planning
· Monitor customer demand, competitive activity, pricing trends, category opportunities, and market conditions.
· Share customer feedback with internal teams to support merchandising, product development, production planning, inventory forecasting, and customer service.
· Collaborate with Farm Operations, Distribution, Marketing, and Customer Experience to improve forecasting, product availability, account service, and sales execution.
· Identify market opportunities for new products, new accounts, new channels, and expanded distribution.
Sales Administration
· Maintain accurate customer records, sales activity, pipeline status, account notes, and follow up tasks within the company’s CRM.
· Prepare weekly sales activity reports, pipeline updates, forecasts, revenue projections, and account performance summaries.
· Track account performance against sales, margin, and growth goals.
· Maintain accurate sales forecasts and communicate anticipated demand to internal teams.
· Follow up consistently on leads, proposals, buyer conversations, order opportunities, and account issues.
Qualifications
· Minimum five years of successful B2B wholesale sales experience in food, organic products, produce, specialty grocery, natural products, foodservice, or related categories.
· Proven ability to both hunt and farm, including developing new wholesale accounts, managing existing customer relationships, increasing account penetration, and achieving revenue and margin goals.
· Demonstrated track record of prospecting, closing new business, expanding accounts, and consistently achieving or exceeding sales goals.
· Existing relationships with retailers, specialty grocers, chefs, restaurants, distributors, or foodservice buyers in South Florida preferred.
· Strong prospecting, business development, relationship building, negotiation, and closing skills.
· Excellent verbal, written, presentation, and interpersonal communication skills.
· Bilingual English and Spanish required.
· Ability to communicate the value of organic and regenerative agriculture, sourcing practices, quality standards, and clean food systems.
· Highly organized with strong territory management, time management, CRM discipline, and follow up skills.
· Self motivated and comfortable working independently while being accountable to sales goals.
· Proficiency with CRM systems and Google Workspace.
· Passion for regenerative agriculture and high quality food.
· Valid driver’s license, reliable transportation, and willingness to travel throughout Florida.
Physical Requirements
· Ability to travel regularly throughout Florida.
· Ability to lift and transport product samples weighing up to 50 pounds.
· Ability to stand for extended periods during customer meetings, trade shows, farmers markets, and events.
· Valid driver’s license with clean driving record and the ability to safely operate a motor vehicle.
Compensation
· Full time position.
· Base salary commensurate with experience.
· Eligible for commission and performance based incentives.
· Mileage reimbursement or vehicle allowance in accordance with company policy.
· Benefits and paid time off in accordance with company policy.
Pay: $65,000.00 - $75,000.00 per year
Benefits:
- Employee discount
- Paid time off
Application Question(s):
- Describe your experience selling to wholesale grocery, retail, restaurant, or farm to table accounts.
- Do you have existing relationships with retailers, specialty grocers, chefs, restaurants, distributors in South Florida? Please describe a significant sales achievement where you successfully developed a new wholesale account or substantially grew an existing customer relationship.
Experience:
- Specialty , organic food : 3 years (Required)
Work Location: In person
