What Is A Visible Anchor Price

The Direct Answer

A visible anchor price is a published floor — a minimum-credible figure used to filter serious wholesale enquiries from price-shoppers — rather than a quote. Our anchors are from £4,800 per pallet for 640/666/670g and from £3,000 per pallet for 2kg.

The Slightly Longer Explanation

Anchor prices set buyer expectations without exposing live commercial pricing. They communicate ‘this is the floor of the conversation’ so serious buyers know the wholesale model is real and price-shoppers self-select out.

An anchor is not a quote. Actual quote pricing reflects pallet quantity, brand variant, delivery terms, and current supplier batch — and is sent on the proforma after qualification.

Anchors below floor are a red flag — either the supplier isn’t food-grade-wholesale-grade or the headline figure isn’t sustainable. Either way, due diligence is warranted.

Buyer Checklist

Before you act on the answer above, run through this:

  • Treat anchors as floors, not quotes
  • Confirm the supplier’s anchor is food-grade-wholesale credible
  • Use the qualification wizard to get actual quote pricing
  • Anchors materially below floor should trigger due-diligence questions

Where This Sits In The Bigger Picture

This is an answer page — short by design, anchored to one question. The longer-form reasoning lives in the linked pages below.

Related reading:

The qualification wizard is the next step when you’re ready to turn the answer into a quote.