Effective marketing strategies to grow your food business and build strong B2B partnerships.
Promoting your business in the Australian B2B food market can be a powerful way to achieve steady growth. Corporate and institutional clients tend to place larger, repeat orders and often engage in ongoing service contracts that create a reliable revenue stream.
Australia’s foodservice market is forecast to reach AUD 84.1 billion by 2027, driven by growing demand from hospitality, schools, healthcare, and corporate catering sectors. This presents an excellent opportunity for kitchens, caterers, and producers to secure long-term supply deals.
This guide explores how B2B sales can accelerate your growth, the best ways to market your food business to Australian decision-makers, and how to prepare your kitchen for bigger contracts.
Why the B2B market is a game-changer for food businesses
Selling into the B2B space helps stabilise cash flow and scale food production. Unlike individual customers, businesses often order in bulk and work on predictable schedules, allowing you to plan resources more effectively.
Examples of B2B clients in Australia:
- Corporate offices: Daily lunches, client events, and staff catering.
- Schools & universities: Healthy canteen menus and term contracts.
- Hospitals & aged care: Consistent, nutritionally balanced meals.
- Event organisers: Conferences, product launches, and festivals.
Corporate catering for steady revenue
Corporate catering is a strong revenue channel. In Australia, the corporate catering market has grown rapidly post-pandemic. There’s an increasing demand for plated meals, buffets, and grazing tables at board meetings and networking events. Businesses seek suppliers who are flexible, deliver on time, and meet dietary needs (vegan, gluten-free, halal).
Expanding into wholesale
Wholesale supply offers kitchens a way to sell in bulk to independent cafes, restaurants, and boutique grocers. Australia’s wholesale foodservice market was valued at AUD 29 billion in 2024, with strong demand for fresh produce, ready-made desserts, and private-label manufacturing.
This is ideal for food producers with scalable operations looking to diversify into supplying supermarkets, speciality stores, or other food brands.
Scaling with bulk meal production and institutional contracts
Bulk meal prep is increasingly popular with institutions, gym meal programmes, and delivery platforms like Youfoodz, Lite n’ Easy, and HelloFresh, who sometimes outsource production to commercial kitchens.
While bulk meal production requires efficient workflow and strong quality control, it can secure high-volume, repeat business with excellent margins.
Choose the right channels to promote your business
With your operations running smoothly, focus on where to promote your brand:
- Trade shows: Fine Food Australia and Foodservice Australia are prime places to meet procurement teams.
- Industry associations: Join R&CA for networking, advocacy, and tender access.
- LinkedIn campaigns: Target event planners, HR, and operations managers with ads or personal outreach.
- Email marketing: Share menus, testimonials, and special offers to nurture leads.
- Local partnerships: Collaborate with coworking spaces, conference venues, or gyms for recurring catering opportunities.
Use digital tools to increase visibility
Online platforms can boost your visibility and help your food business reach qualified B2B buyers faster. Consider using:
- RangeMe: Connects food brands with retail and foodservice buyers in Australia and globally.
- FoodByUs: A marketplace linking independent food suppliers with restaurants and caterers.
- BuyAustralianMade.com.au: Great for promoting local provenance and reaching buyers seeking Australian-grown products.
Practical marketing tips to attract B2B clients
Once your online presence is strong and your food brand is visible on the right platforms, focus on B2B marketing strategies that actively bring in qualified leads and start conversations with potential corporate buyers.
Offer corporate tastings or open days
Invite key decision-makers from local offices, schools, or event companies to sample your menu. Hosting a mini showcase in your kitchen or a central venue helps them experience your quality first-hand and builds trust faster than a brochure ever could.
Create seasonal or customisable menus
Many Australian businesses hold end-of-year parties, EOFY events, and product launches. Offering themed menus or seasonal specials shows flexibility and makes it easy for clients to fit you into their event plans.
Leverage social proof
Use client testimonials, case studies, or short video clips showing you catering real events. Tagging corporate partners (with permission) on LinkedIn or Instagram helps boost credibility and reach new prospects.
Build local relationships
Reach out to coworking spaces, conference centres, and community hubs in your city, such as Sydney, Melbourne, or Brisbane, to become their recommended caterer. Partnerships like these often lead to recurring bookings and referrals.
Nurture leads with useful content
Share practical resources in your email campaigns, for example, “5 Tips for Planning a Hassle-Free Office Lunch” or “How to Cater for Diverse Dietary Needs.” Content that solves problems positions you as a helpful partner, not just a vendor.
Get your kitchen ready for larger contracts
Securing corporate contracts is about more than having great food. You need to show that your operation is reliable and ready for scale.
Build a strong brand image
A well-designed website, clear menus, and consistent branding create a professional first impression and signal to buyers that you’re a trustworthy partner.
Maintain consistent quality
Put systems in place to ensure every order looks and tastes the same, with strict quality and food safety checks to keep standards high.
Stay compliant with local regulations
Keep your HACCP certification, allergen labelling, and council permits up to date. This reassures clients that you’re serious about food safety and legal compliance.
Prepare for high-volume orders
Invest in the right kitchen setup, hire and train staff, and optimise workflows so you can take on large orders without compromising quality or speed.
Deliver on time, every time
Establish a reliable delivery process and maintain clear communication with clients. Punctuality and proactive updates build confidence and lead to repeat business.
Pricing and packaging for the B2B Market
Pricing for corporate clients needs to be structured and flexible, with a focus on long-term relationships.
Offer tiered pricing
Volume discounts, incentives for recurring orders, and preferential rates for contract clients help encourage loyalty and make it easy for businesses to commit to regular supply.
Provide samples and tastings
Samples build trust and let potential clients assess quality and presentation before committing to bulk orders. Consider offering a tasting session for larger opportunities, such as school or hospital contracts, to capitalise on these opportunities.
Bundle services for convenience
Make purchasing simple by bundling food, delivery, and extras like tableware or staff support. Corporate clients value a one-stop solution that saves them time and admin.
Present clear, professional proposals
Keep proposals concise, transparent, and visually polished. Include pricing tiers, menu options, capacity, and compliance details, along with testimonials or case studies to reinforce reliability.
Build from a kitchen designed for growth
A well-prepared kitchen is just as important as strong marketing when it comes to winning and keeping B2B clients for your food business.
- Modern facilities: Invest in scalable, efficient production space to meet high-volume orders.
- Compliance-ready: Stay on top of council permits, HACCP standards, and food safety audits.
- Strategic locations: Being close to business hubs in Sydney, Melbourne, or Brisbane helps reduce delivery times and keep food fresh.
- Lean operations: Streamlined workflows reduce costs and keep quality consistent even as you grow.
Ready to Scale Your Food Business?
If you’re aiming to break into the B2B space, now is the time to position your business for success. ChefCollective offers commercial kitchens and solutions to help build your food brand, fine-tune your pricing, and ensure you can handle demand at scale. With the right strategy and setup, you can win recurring contracts and grow your revenue steadily. Book a tour today.
FAQ
What are the best ways to promote my food business to other businesses?
Networking at industry trade shows like Fine Food Australia or Foodservice Australia is a great way to meet decision-makers face-to-face. Combine this with LinkedIn outreach, targeted email campaigns, and partnerships with distributors or corporate event spaces to build a steady pipeline of leads.
How should I market my food brand to attract B2B clients?
Focus on reliability, consistency, and scalability. Corporate clients want suppliers who can handle volume orders, meet dietary needs, and deliver on time. Showcase your compliance, including HACCP, council approvals, past success stories, and your capacity to handle growth.
How important is an online presence for B2B sales for food businesses?
A strong digital footprint is crucial. Keep your website professional, feature high-quality images of your food, and include clear information on menus, logistics, and service areas. Positive reviews, client testimonials, and case studies on your site and Google Business Profile can build trust quickly.
Should I offer tastings or samples?
Yes, especially when approaching schools, hospitals, or large offices. Samples and tasting sessions let decision-makers experience your quality firsthand and can help secure long-term supply contracts.
How can I stand out from competitors?
Highlight what makes your business unique, whether it’s using local Australian produce, offering custom menu planning, or providing exceptional service packages like staff support and same-day delivery. Consistency and clear communication are often what win repeat contracts.
