A practical playbook from the Indonesia-Coffee Team on how small roasters and first-time importers can negotiate a lower MOQ with coffee exporters. Includes email templates, what proof to attach, realistic bag counts to propose, and smart concessions to offer.
I went from $0 to $10,247 in 90 days using this exact system. That line came from a micro-roaster who used our email framework to land a trial import without overextending cash flow. The mechanics are simple. The execution is where most buyers stumble. Here’s how to write a coffee MOQ negotiation email that gets taken seriously.
The 3 pillars of a winning MOQ negotiation
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Be specific with numbers. Exporters respond to clear SKUs, bag counts and dates. Vague “what’s your MOQ?” emails rarely move the needle.
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Exchange risk, don’t just request favors. Offer a higher deposit, flexible lead time or a price premium to offset the exporter’s handling and consolidation cost.
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Show the path to scale. A two-step ramp plan builds confidence. Start with 12–24 bags. Pre-agree the next order at 60–120 bags if KPIs are met.
Takeaway. Treat your note like a business case, not a wish. We’ve found that concrete quantities and a ramp schedule get replies 3 times faster.
Week 1–2. Research and validation before you email
Do your homework so the first message is tight and credible.
- Shortlist 1–3 origins that fit your menu and budget. For example, a balanced specialty like Arabica Java Ijen Grade 1 Green Coffee Beans for bright single-origin espresso, or a chocolatey base like Sumatra Mandheling Green Coffee Beans for blends.
- Understand exporter economics. Breaking pallets, extra QC touches and admin make tiny orders expensive. Rare lots like Sumatra Super Peaberry Green Coffee Beans have limited yield, so the MOQ logic is different than for Sumatra Robusta Green Coffee Beans.
- Build a 6-month forecast. Include weekly roast capacity, your sales run-rate and a realistic ramp. This is the single best attachment to justify a lower MOQ.
- Get an LCL plan ready. Contact your forwarder. Outline pickup, consolidation warehouse, and target ship window. Mention you accept standard 60 kg jute bags and FOB terms if that helps.
How many bags to propose for a first order. Micro-roaster. 6–12 bags total. Small roaster direct import. 12–24 bags across one or two SKUs. This is usually the sweet spot for a trial while keeping logistics sane.
Week 3–6. Build the MVP email and test with 2–3 suppliers
Here’s the thing. The first email is your MVP. Keep it short, number-led, and generous with concessions.
Email template to request a lower MOQ from a coffee exporter
Subject options (pick one):
- Trial order MOQ request. 12 bags Java Ijen Grade 1. LCL plan attached
- MOQ waiver request. First-time buyer. 40% deposit offered
- Proposal. 18 bags Mandheling G1. Ramp plan to 90 bags in 120 days
Body: Hi [Name],
I’m [Your Name], owner at [Roastery], [City/Country]. We roast [X] kg/week and supply [number] cafés. We want to onboard Indonesian origins and are planning a two-step ramp if the first order performs.
Request
- Products. [Java Ijen G1] 12 bags x 60 kg. [Mandheling G1] 6 bags x 60 kg
- Shipment window. [Date range]. LCL ex [Port]
- Terms we can accept. FOB [Port], standard 60 kg jute, flexible lead time up to 21 days
Concessions to offset lower MOQ
- 40–50% deposit on PI approval
- Price premium of 3–8% versus standard tier if required
- Prebook second order to 60–120 bags within 90 days if KPIs are met (sell-through and cupping consistency)
Attached
- 6-month purchase forecast with weekly roast capacity
- Sales run-rate and café accounts. one-page company profile
- Forwarder contact and LCL plan
If this works, please confirm estimated lead time and issue a proforma invoice. If not, could we align on the minimum bag count that makes sense and an achievable ramp path?
Thanks for considering a trial. We’d value a long-term partnership.
[Your Name] [Title] | [Roastery] [Phone] | [Website]
Why this works. You propose numbers, offer risk-sharing and show the scale-up path. You also make it easy to say yes or counter.
What proof should I include with the MOQ waiver request?
- Forecast. A simple spreadsheet with month-by-month bag counts for 6 months.
- Capacity. Photo or spec of your roaster and weekly throughput.
- Sales credibility. Existing café list or webshop order velocity. Even screenshots help.
- References. Another supplier or importer who can vouch for payment behavior.
- Readiness. Importer number, warehouse address, forwarder contact, preferred Incoterm.
We often see exporters greenlight a reduction when at least three of these show up in the first email.
Should I offer a higher price or deposit to get a lower MOQ?
Both can help. In our experience, a 40–50% deposit plus a small price premium is more persuasive than price alone. Also offer flexibility on lead time. A 2–3 week window lets the exporter consolidate and schedule efficiently.
Week 7–12. Scale and optimize after the first shipment
Once the trial lands and cupping confirms quality, send a short debrief. Include sales velocity and any learnings. Then lock the ramp order with clear targets.
- Consolidate SKUs where possible. Fewer lines keep admin and picking costs down.
- Graduate from LCL to shared container. If you can commit to 60–120 bags, ask about sharing space with another buyer. Mention this plan in your first email if you already have partners. Here’s a sentence you can copy.
Template for shared container explanation in an MOQ email
“We intend to move to shared container shipments by Order 2. Our partner roaster in [City] will add 60–90 bags so the combined lot reaches 150+ bags. We are aligned on timing and forwarder, and we’re open to your recommended consolidation hub.”
Takeaway. Show momentum and reliability. Exporters are happy to bend once you prove cadence.
The 5 biggest mistakes that kill MOQ emails
- Asking for 3–5 bags across five different SKUs. Splitting lines multiplies handling cost. Group into 1–2 SKUs.
- No numbers. “Can you lower MOQ?” without quantities, dates and concessions makes it easy to ignore.
- Overpromising scale. Saying you will jump to full container loads next month harms credibility. Offer a realistic ramp.
- Getting the tone wrong. Too formal reads like a template. Too casual can feel risky. Aim for concise, respectful and concrete.
- Ignoring exporter constraints. Rare peaberry or microlots have natural limits. For example, Sumatra Super Peaberry Green Coffee Beans often sit at 5–7% yield. Propose 8–12 bags for a trial, not 2–3.
If you avoid these, your chances go way up.
Answers to common questions buyers ask us
How formal should the note be for a first-time buyer. Professional, short and human. Two to three short paragraphs plus bullet points. Use the person’s name. Spell the origin correctly.
Is it helpful to include LCL in the request. Yes. Mention the forwarder, pickup plan and window. It signals preparedness.
What if the exporter refuses. Ask for the minimum bag count that does work and propose a compromise. Increase deposit, accept standard packing, extend lead time, or consolidate SKUs.
Follow-up email if the supplier rejects your MOQ request
Subject. Re. MOQ request. Can we align on a workable trial size
Thanks for the quick reply, [Name]. We understand the cost of breaking standard MOQs.
Could we meet in the middle with 24 bags total of [Origin/Grade], 50% deposit and a 21–28 day lead time. We will consolidate to a single SKU and move to 90 bags by month three if the trial performs. Our forecast and forwarder details remain the same. Happy to accept FOB and standard bagging.
If 24 bags still doesn’t work, what is the minimum bag count that makes sense for you so we can plan the ramp accordingly
Appreciate your consideration.
[Your Name]
Resources and next steps
- Product selection matters for MOQ. If you need a versatile starter origin, browse our lineup of Indonesian greens. For example, Java Preanger Grade 1 Green Coffee Beans for a floral-chocolate profile or Robusta Lampung Green Coffee Beans (ELB & Grades 2–4) for espresso bases. You can View our products to build a realistic first-order mix.
- Not sure how to tailor your message to your capacity, budget and LCL plan. We’re happy to sanity-check your draft and suggest bag counts. Feel free to Contact us on whatsapp.
Final thought. Exporters don’t dislike small buyers. They dislike uncertain ones. Lead with numbers, share the risk and show a path to scale. In our experience, that’s how small roasters turn a “sorry, MOQ is 120 bags” into a confident first shipment and a long-term relationship.