How to prepare a useful FMCG supply brief
A clear first brief helps a distributor assess fit without guessing about the customer, category, destination or scale.
- Business and channel
- Category and range
- Quantity and cadence
- Destination and timing
- Commercial readiness
- Example brief
A supply enquiry becomes useful when it answers the questions that materially change sourcing, commercial and fulfilment decisions. A long company introduction is less important than a concise description of what you trade, where the goods need to move and what outcome you need.
1. Identify the business and trade channel
Begin with the legal or trading name, operating location and customer channel. A wholesaler, independent retailer, forecourt and regional distributor may need different quantities, order rhythms and fulfilment arrangements.
- Company and trading name
- Primary contact and decision-maker
- Operating location and customer market
- Trade channel and approximate outlet profile
2. Describe the category before listing individual lines
Start with the commercial category—such as food and grocery, beverages, confectionery, personal care or household essentials. Then identify the priority brands, pack formats or consumer price positions where they genuinely matter.
This approach lets the distributor understand the basket even when an individual SKU, pack size or brand is not immediately available.
3. Explain quantity, frequency and expected cadence
“Bulk” means different things to different businesses. Approximate case quantities, pallet requirements, monthly value or expected order frequency provide a much better starting point. Estimates should be labelled as estimates rather than presented as committed volume.
4. State the destination and required timing
Provide the delivery town or receiving location, the date by which a decision is required and any constraints that affect receiving. Serviceability and timing should be confirmed for the specific requirement; they should not be assumed from a general website statement.
5. Be ready to discuss commercial conditions
A useful brief identifies whether the request concerns a once-off purchase, repeat supply, a trade account or a distribution partnership. Documentation, payment terms, credit assessment, pricing validity and fulfilment responsibilities are separate commercial matters that require direct confirmation.
6. A concise example
Business: Independent wholesaler serving convenience retailers in southern Gauteng.
Requirement: Ambient grocery, confectionery and beverage lines, with priority brands and pack formats attached separately.
Scale: Estimated mixed-category requirement and expected monthly order cadence.
Destination and timing: Receiving location, preferred first-order window and operating constraints.
Objective: Assess supply fit, documentation requirements and the basis for a repeat-order relationship.
What happens next
Good Food reviews the channel, category, quantity, destination and commercial objective before confirming whether there is a workable basis to proceed. Range, stock, pricing and serviceability remain subject to direct confirmation.
Ready to prepare your brief?
Send a structured supply enquiry or review the FMCG category range.