Exporters: How To Calculate Your Retail Price

Exporting food and beverages to the United States requires significant initial investments in money and time. Your product must be unique, of special quality, attractive, easy to understand, nutritionally sound, and – most importantly – competitive in the respective price segment. Below is a comprehensive list of all the costs underlying the sale of a food or beverage product to consumers in the US or Canada. Who in the end will pay for these costs? That depends on your negotiation skills, the attractiveness of your product, your product’s sales potential and, of course, the competition. Contact us for customized assistance to determine a sound pricing strategy.

Target Everyday Shelf Price (1)

Retail Margin

Retailer Fees (2)

Promotion Deductions (3)

Delivered Price to Retailer

Distributor Margin

Inland freight

Distributor Fees (4)

Delivered Price to Distributor

Importer Margin

Inland freight

Broker (External Sales Force) Fee

Trade Show Allowance

FSMA Foreign Supplier Verification


Delivered Price to Importer

Inbound Freight Harbor to Importer

Customs Fees / Tariff

Ocean Transport

FOB Harbor Cost

Transport Factory to Harbor

SOLAS Weight Verification

Ex Factory Cost

Above the Line Marketing Allowance

Market Research



Net/Net Cost

(1) In the US, sales tax varies by state and is calculated at checkout. You don’t have to include taxes in your calculation

(2) May includes Free Goods, or Fees for Merchandising, Listing, Central Distribution, Unsaleables (MCB) etc.

(3) May includes Shelf Price Discounts, Scan Downs, Feature Ads, Displays, Rebates, Coupons etc.

(4) May Include Fees/Deductions for New Product Listing, Marketing, Trade Show Allowance, Merchandising