Fresh2chef: from spreadsheets to a branded storefront with B2B + B2C in one place

Fresh2chef (trading as Fresh2chef by Sabjiwale) is an Australian fresh-produce and pantry wholesaler. They supply cafes and bistros with fruit, vegetables, herbs, dairy and eggs, and pantry staples — and sell the same range to retail shoppers who want market-fresh produce delivered or ready for pickup.

The business runs two branches: a Melbourne site at Unit 7, 22 Smith Street, and a Sydney branch on Level 3, 88 King Street. Both branches offer pickup and delivery, serving trade customers such as Sample Café Pty Ltd and Harbour Bistro Pty Ltd alongside everyday retail buyers.

Like a lot of produce wholesalers, Fresh2chef ran on spreadsheets and email. Trade pricing lived in a price-list document that had to be re-sent every time costs moved, and orders arrived as emails, texts and phone calls that someone had to read, interpret and re-key. Retail and wholesale customers needed different prices for the same items, so quoting the right number was manual and easy to get wrong.

Keeping two branches consistent added friction: each location effectively tracked its own availability, and there was no single branded place to send a customer to browse the range and order. The team wanted to keep 100% of revenue rather than hand a cut to a marketplace, and they wanted the storefront to carry their own brand.

Fresh2chef needed one storefront that could serve both audiences without running two systems. Posboai fit because B2B and B2C live on the same branded storefront, with pricing applied automatically per customer — trade buyers see their wholesale rate (the “Wholesale-A” price tag), retail shoppers see retail. It is multi-branch native, so Melbourne and Sydney sit under one account, and it is Australian-built, hosted and supported with no per-order platform tax.

The team set up their catalogue across five categories — Fruits, Vegetables, Herbs, Dairy & eggs, and Pantry — and configured the Wholesale-A price tier so trade customers are priced automatically at checkout. Both branches were added with their own pickup and delivery options.

Existing trade customers like Sample Café Pty Ltd and Harbour Bistro Pty Ltd were attached to the wholesale tier so their pricing followed them everywhere.

Today, customers browse the branded storefront and order themselves. A cafe logs in and sees wholesale pricing; a retail shopper sees retail pricing — same catalogue, no separate price list to maintain or email out. Orders land in one place instead of scattered across inboxes and phone messages, and the team manages both Melbourne and Sydney from a single account.

Pickup and delivery are handled per branch, so customers choose how they want to receive their order at checkout.

Fresh2chef now runs B2B and B2C from one branded storefront across two branches, with pricing applied automatically. Specific outcomes — time saved on order processing, reduction in pricing errors, order-volume growth, and revenue retained by avoiding platform commissions — are being confirmed with the business. TODO(verify-with-customer): obtain real metrics (hours saved/week, error-rate change, order growth %, revenue retained) before this section goes live.

With the storefront live across Melbourne and Sydney, Fresh2chef is looking at widening the catalogue and deepening self-serve ordering for trade customers — keeping 100% of revenue as they grow, rather than ceding margin to a marketplace.