---
title: Doudlah Farms Wholesale Lead Generation Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-19-doudlah-farms-marketing-amazon-ecommerce-inventory-call-110103024.md
tags:
- doudlah-farms
- lead-generation
- wholesale
- outreach
- food-service
- inventory
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/doudlah-farms/_index]] and the related [[wiki/knowledge/lead-generation/b2b-lead-list-building]] 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 [[wiki/clients/doudlah-farms/projects/popped-popcorn-launch|popped popcorn retail launch]]. 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:

1. **Email outreach** — introductory message, product overview, bulk pricing hook
2. **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 |

---

## Related Vending Machine Opportunity

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 [[wiki/clients/doudlah-farms/projects/vending-snack-bag-05oz]] for details on the product side.

---

## Related Notes

- [[wiki/clients/doudlah-farms/_index]]
- [[wiki/clients/doudlah-farms/projects/popped-popcorn-launch]]
- [[wiki/clients/doudlah-farms/projects/b2b-site-woocommerce]]
- [[wiki/knowledge/lead-generation/b2b-lead-list-building]]
- [[wiki/knowledge/ecommerce/shipstation-custom-carriers]]