Doudlah Farms Wholesale Lead Generation Campaign

Overview

In December 2025, Doudlah Farms identified an urgent need to move 2M+ lbs of popcorn inventory to meet a year-end cash requirement. The response was a structured wholesale outreach campaign: pull approximately 1,000 targeted B2B leads and run a multi-touch email-then-phone sequence to convert them into bulk buyers.

This article captures the campaign rationale, target segments, tactical approach, and open action items. See also ^[1] and the related ^[2] knowledge note.

Business Context

Mark Doudlah surfaced the need directly on the call:

"We have a big cash need by year end and we have a couple million pounds sitting in a warehouse. Is there any way I can get a hold of something like that that is for the United States?"

The inventory in question is unpopped popcorn (kernel/bulk), distinct from the forthcoming ^[3]. Moving it at wholesale prices to food-service buyers is the fastest path to liquidity.

A secondary constraint: popped popcorn economics limit practical shipping radius to roughly 400 miles (hauling air is cost-prohibitive at scale), but unpopped kernel ships efficiently nationwide, making a broad U.S. outreach viable for bulk kernel sales.

Target Segments

Leads will be pulled from Asymmetric's B2B broker system, filtered by industry, geography, and job title. Segments discussed on the call:

Segment	Rationale
Restaurants	High-volume ingredient buyers; popcorn as snack/appetizer
Hospitals	Institutional food service; vending and cafeteria use
Schools / School Districts	Cafeteria and vending; health-conscious purchasing trends
Food service distributors	Multiplier effect — one distributor reaches many end buyers
Large employers with cafeterias	Consistent recurring volume

Sherry also mentioned national distributors (Performance Foods, Sysco) as potential targets, though those relationships typically require longer sales cycles.

Geographic scope: United States (kernel ships efficiently; no 400-mile constraint applies).

List size target: ~1,000 leads.

Campaign Strategy

Multi-Touch Sequence

The agreed approach is a classic outbound sequence:

Email outreach — introductory message, product overview, bulk pricing hook
Phone follow-up — calls to non-responders and warm leads

Karly will draft the initial outreach email and send it to Mark Doudlah for review before deployment.

Messaging Angles

Based on the call discussion, strong hooks for this audience include:

Organic / biodynamic / regenerative credentials — differentiator in institutional food service
Tested clean (no pesticide residue) — relevant for hospitals and schools
Bulk pricing / pallet economics — 25 lb bags, up to 80 bags/pallet, lower per-unit handling cost
Midwest origin / regional supply chain — resonates with farm-to-table and local sourcing buyers

Pricing Considerations

Pallet pricing for 25 lb bags was flagged as a key lever. Unlike smaller bag sizes (1 lb, 1.5 lb, 5 lb), the 25 lb bag has minimal incremental cost per additional unit — stacking bags on a pallet costs Doudlah Farms very little beyond the product itself. This creates room to offer meaningful volume discounts that still protect margin.

Action Items

Owner	Task	Status
Karly Oykhman	Pull ~1,000 wholesale leads (restaurants, hospitals, schools, food service) from B2B broker system	☐ Open
Karly Oykhman	Draft wholesale outreach email; send to Mark Doudlah for review	☐ Open
Mark Doudlah	Review and approve outreach email draft	☐ Open
Karly Oykhman	Pull separate list of vending machine operators for Sherry	☐ Open

A parallel opportunity emerged during the same discussion: a 0.5 oz snack bag targeting the organic vending machine market (hospitals, schools, courthouses, rest stops). This is a distinct product and channel from the bulk wholesale campaign above, but the same lead-list infrastructure can serve both efforts.

See ^[4] for details on the product side.

^[1]
^[5]
^[6]
^[2]
^[7]