Wholesale looks easy until a 5% ingredient swing wipes out your profit. Retail price is not wholesale price.
This guide gives you a simple formula to price by case, protect margin, and update quickly.
Key Takeaways
- Price by case first, then divide by unit
- Set a target food cost % and stick to it
- Packaging and delivery must be included
- Review prices monthly, not yearly
The Core Formula
Wholesale price = (Unit cost / Target food cost %) + packaging + delivery cost per unitExample:
- Unit cost: $0.68
- Target food cost %: 30%
- Packaging: $0.07
- Delivery cost per unit: $0.10
Wholesale price = (0.68 / 0.30) + 0.07 + 0.10 = $2.43Case Pricing (Faster and Cleaner)
If you sell a case of 24:
Case price = Unit wholesale price x 24If the unit price is $2.43:
Case price = 2.43 x 24 = $58.32Round to $58 or $59 and keep the math consistent.
Cost Drift Reality Check (BLS CPI)
BLS CPI (December 2025, 12-month change):
- All items: +2.7%
- Food: +3.1%
- Food away from home: +4.1%
If you update wholesale prices once a year, you will lose margin every quarter.
Do This Now
- Calculate your unit cost (ingredients + packaging + delivery per unit)
- Set a target food cost % (25-35% is typical for wholesale)
- Price by case first, then divide by unit
- Include delivery cost in your case price (do not deliver for free)
- Set a monthly reprice reminder for when ingredient costs move
What to Include in Wholesale Cost
- Ingredients
- Packaging (boxes, liners, labels)
- Delivery or pickup time
- Waste and breakage
Related Guides
Automate Your Updates
KitchenCost lets you update ingredient prices once and refresh every wholesale item. That is how you protect margin at scale.