When buyers ask which European FMCG wholesaler offers the best price, the honest answer is: the supplier offering the lowest usable landed cost, not necessarily the lowest number beside each product.
Two quotations can show the same brand and pack size while representing very different commercial offers. Carton quantity, pallet configuration, product origin, label language, remaining shelf life, delivery terms and export documentation can all change the real cost of the order.
If you are ready to compare suppliers, send Ortu Wholesale BV your buying list through our Request a Quote page. Include the destination, required quantities and preferred delivery term so the offer can be compared properly.
What does “best wholesale price” actually mean?
The best wholesale price is the total cost of receiving products that you can legally import, sell and distribute in your target market. A low EXW unit price can become expensive after collection, pallet handling, export documents, inspections, relabelling and international transport are added.
The International Chamber of Commerce explains that Incoterms clarify the tasks, costs and risks divided between seller and buyer. This is why an EXW offer should not be compared directly with a DAP or CIF offer without separating the included costs.
Compare the exact product specification
Begin with the product, not the price. Confirm:
- brand and full product name;
- flavour or variant;
- unit size;
- units per carton;
- barcode or EAN;
- label language and intended market;
- country of origin;
- best-before date or remaining shelf life.
For branded beverages, a request for “Red Bull” or “Coca-Cola” is not precise enough. A buyer should specify the can size, variant, packing and market version. Buyers can review examples in Ortu’s wholesale beverages range, including Red Bull Energy Drink 250ml and Coca-Cola 330ml cans.
Calculate the price per carton and per pallet
A cheaper unit price is not automatically a better pallet. Consider a product such as Pringles 165g. If one configuration contains 19 units per carton and 90 cartons per pallet, the pallet contains 1,710 units. A competing quote may use another case count or pallet height. Comparing only the price per unit hides the effect on warehouse space, transport capacity and the number of saleable units received.
For every offer, calculate:
- units per carton × cartons per pallet;
- total units per pallet;
- pallet price;
- transport cost per pallet;
- estimated landed cost per unit.
Our guide to FMCG packaging, barcodes and pallet configurations explains which packing details should be confirmed before accepting an offer.
Check what the quoted price includes
Ask the wholesaler to identify the delivery term and named location. “EXW Netherlands” is incomplete if the collection warehouse has not been named. The buyer also needs to know whether pallet charges, loading, export clearance, transport, insurance or destination costs are included.
Common quotation bases include:
- EXW: the buyer arranges collection and most transport responsibilities;
- FCA: the seller delivers the cleared goods to the agreed carrier or place;
- FOB: used for sea freight where the seller delivers the goods on board at the named port;
- CIF: sea freight and minimum insurance are included to the named destination port;
- DAP: delivery is arranged to the named destination, while import clearance and duties normally remain with the buyer.
Read our article on the hidden costs of importing wholesale FMCG products before comparing offers from different countries or delivery terms.
Price shelf life and market suitability into the decision
Shorter-dated stock can be commercially attractive when the buyer has fast turnover and a clear sales plan. It is a poor deal when the transit period, customs process and distribution time leave insufficient selling time.
The same applies to labels and market versions. A product with the wrong language, deposit marking or barcode can require relabelling or may not suit the intended sales channel. Ask for product photos, EAN details and shelf-life confirmation before transport is booked.
Consider the order format
Full pallets usually provide the cleanest handling and price structure. Mixed pallets can be better for testing several fast-moving products or serving a varied retail network, even when the price per unit is slightly higher. A full truckload or container may reduce freight cost per unit, but only when the buyer can sell the volume without creating slow stock.
Ortu supports mixed-pallet FMCG supply, full pallets, full truckloads and container orders. The right format depends on product turnover, destination, available storage and working capital.
How to request a quotation that can be compared
Send every potential supplier the same information:
- company name and country;
- destination city, port or warehouse;
- product names, pack sizes and variants;
- quantity per item;
- acceptable shelf life;
- required label language or market version;
- preferred Incoterm;
- required documents;
- target loading or delivery date.
This produces quotations that are easier to compare and reduces changes after stock or transport has been confirmed.
Choose the strongest total offer
The strongest offer combines a competitive product price with correct specifications, usable shelf life, clear packing information, suitable delivery terms and reliable documentation. If any of those details remain unclear, the apparent saving can disappear later.
Request a wholesale FMCG quotation from Ortu Wholesale BV and include your destination and target order format. We can review branded products across beverages, food and confectionery, cleaning, personal care, baby products and alcoholic beverages.
