Frozen Xplosion · Coffee & Beverages
Frozen Xplosion: 80-85 Qualified Wholesale Leads a Month and $323,000 in Wholesale Pipeline selling Organic Coffee to Specialty Grocers and Coffee Shops
Frozen Xplosion generates 80-85 qualified wholesale leads a month - 243 qualified leads across 13 reported weeks, including 52 in the first fortnight, from 22,086 specialty retailers and coffee shops contacted. At typical coffee wholesale order values, those leads represent about $27,000 in expected opening order value and approximately $323,000 in first-year wholesale pipeline.
About the Company
Frozen Xplosion sells organic, ethically sourced coffee - whole-bean offerings and subscription clubs, built on lower acidity and fair sourcing - and needed to test wholesale demand across specialty retail without building an inside sales team.
What Frozen Xplosion Sells
- Organic, ethically sourced whole-bean coffee
- Coffee subscription clubs
- Lower-acidity blends positioned for health-conscious buyers
Who They Sell To
- Specialty grocers and natural food stores
- Coffee shops and cafes
- Gift retailers and specialty stores
- Office pantry buyers and independent food retailers
The Challenge
Frozen Xplosion required:
- Testing demand for ethically sourced, lower acidity coffee
- Outreach across specialty coffee and natural food channels
- Early pipeline generation from target retailers
- Results from week 1 of outreach
The Approach
RetailReach launched Frozen Xplosion in week 1 targeting:
- Specialty grocers and natural food stores
- Coffee shops and cafes
- Gift retailers and specialty stores
- Office pantry buyers and independent food retailers
The campaign focused on personalized outreach to build early pipeline from coffee-focused retail channels, then let follow-up sequences convert interested retailers.
Results
Campaign Performance (13 Weeks)
- 22,086 retailers contacted (35,074 emails sent) across coffee and specialty retail channels
- 1,317 replies received, 368 of them positive
- 243 qualified wholesale leads generated - an 80-85 monthly pace
- About $27,000 in expected opening order value
- Approximately $323,000 in first-year wholesale pipeline
- 52 of those leads landed in the first fortnight
Wholesale Pipeline Generated
Specialty coffee runs about $11.50 a pound wholesale, and a typical opening order covers about 30 pounds - an average opening order value of about $345. Assuming a 30 to 33% conversion rate from qualified lead to wholesale account, the campaign’s 243 qualified leads represent about 78 wholesale accounts.
That makes roughly $27,000 in expected opening order value. And because coffee buyers typically restock monthly - about $4,140 per account a year - those accounts add up to about $323,000 in first-year wholesale pipeline.
What Contributed to Success
- Specialty Coffee Targeting: Coffee shops, specialty grocers, and natural food stores - retailers whose customers already buy premium coffee
- Ethical Sourcing Positioning: Messaging built on fair sourcing and lower acidity for values-driven and health-conscious retailers
- Follow-Up Sequences Did the Converting: two weeks with almost no new prospecting still produced 19 qualified leads combined, as interested retailers converted through follow-up
Client Responsibilities
- Product sample fulfillment
- Following up on qualified leads
- Providing feedback on campaign performance
- Evaluating potential for campaign expansion
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