To find European customers, you need to do two things at the same time: bring your product up to the standard European buyers expect, and approach each type of buyer (restaurants, shops, supermarkets, wholesalers) with what matters to them. There is no quick shortcut. Most successful companies start small, send samples, stay in regular contact and build trust step by step. This article walks through the process in practical terms.
Understand each type of business buyer
Every group of buyers works differently and has its own concerns. If you send the same email to all of them, you will get few replies.
| Buyer type | What they usually care about | Suggested approach |
|---|---|---|
| Restaurants and caterers | Consistent flavour, pack sizes that suit a kitchen, reliable supply | Send samples, invite them to taste, suggest ways to use the product on a menu |
| Asian shops and specialty stores | Distinctive products, clear labels, the producer’s story | Share your brand story, small samples, a compact range |
| Supermarkets | Complete documentation, consistent quality, ability to supply long term | Prepare your paperwork carefully; reviews often take time |
| Wholesalers and distributors | Competitive prices, shelf life, pallet or case specifications | Send a product specification sheet and a clear price offer |
If you are just starting out, restaurants, specialty shops and small wholesalers are usually an easier entry point than large supermarket chains.
Prepare before you look for European customers
European buyers will ask about documents in the very first emails. Have these ready:
- Food-safety certificates that suit your product, for example HACCP or ISO.
- EU-compliant labelling and packaging. The rules depend on the product, so check with the competent authority or ask the Miss Linh team.
- An EORI number and a Dutch VAT number if you import yourself.
- Enough shelf life so that when goods reach the warehouse and then the buyer, there is still enough time to sell or use them.
- Product information in English: ingredients, allergens, pack sizes, sharp photos.
- A realistic offer price that includes transport, duties and procedures. Don’t guess; calculate it carefully or ask for advice.
Not sure whether your product can be sold in the EU? Ask before you invest in samples and shipping. We do not give legal advice, but we can help you see the general picture.
Channels for finding business customers
- International food fairs. Fairs such as Anuga (Cologne) or SIAL (Paris) let you meet many buyers at once. Participation and preparation can cost a lot, so consider carefully what you can afford.
- Direct outreach. Make a list of restaurants, shops and wholesalers that fit your product, then send short, personal emails.
- Importers and distributors. They already have sales channels, but they usually keep part of the margin and may set their own order quantities.
- B2B platforms. You sell in your own name, and the platform handles much of the work on the European side.
- Community networks and referrals. Vietnamese contacts, Asian shops and chefs you know are often a trusted source of introductions.
How to write your first email to a buyer
- Say who you are, what you make and where, in two or three sentences.
- Explain what makes your product different: natural ingredients, a traditional recipe, the producer’s story.
- Attach a short specification sheet and a few clear photos.
- Propose a small next step, such as sending samples, instead of asking for an order straight away.
- Follow up after a while. European buyers are often busy, and one polite reminder is normal.
Selling through a B2B platform: how can Miss Linh help?
Finding customers far away takes time, money and people who know the market. Miss Linh (Vietnam Food Europe B.V., Oegstgeest, the Netherlands) is a B2B platform and service provider: Vietnamese producers sell their products in their own name to European restaurants, caterers, shops, supermarkets and wholesalers. You remain the owner of your products until they are sold. The goods are stored in a warehouse in the Netherlands, and Miss Linh delivers them to buyers.
Miss Linh helps with: advice on whether a product can be sold in the EU, pricing advice, setting up VAT and customs, transport and customs clearance to the warehouse, listing products on the platform, marketing and sales (newsletters, samples, customer visits, trade fairs), order handling, collecting payment, delivery, and complaints and returns. You take care of the food-safety certificates, EU-compliant labelling and packaging, an EORI number and a Dutch VAT number, and Miss Linh helps with these steps. Miss Linh earns a commission on the products that are actually sold. We focus on small and medium-sized producers, especially women-led businesses.
You can look at the producers already on Miss Linh to picture where your own products would fit, or browse categories such as sauces and condiments and rice paper and wrappers. If you would like to talk, contact the Miss Linh team; we speak Vietnamese, Dutch and English.
Frequently asked questions
Which type of customer should I start with in Europe?
It is usually easier to start with restaurants, specialty shops and small wholesalers, because they decide faster and can receive samples easily. Supermarkets tend to require more documentation and a longer process, so treat them as a later goal.
Do I need certificates before I contact buyers?
You should have them. Buyers ask about food-safety certificates such as HACCP or ISO very early. The exact requirements depend on the product, so confirm them with the competent authority or ask Miss Linh.
Do I really have to send samples?
Most buyers want to taste or see a product before ordering, so samples are almost always useful. Choose a few representative products rather than sending your whole range.
How is selling through Miss Linh different from finding customers myself?
When you sell through Miss Linh, you sell in your own name, while Miss Linh handles the work in Europe such as warehousing, delivery, payment collection, marketing and order handling. You still need to prepare certificates, labelling, an EORI number and a Dutch VAT number, and Miss Linh supports you with these steps.