As for advice to someone setting up as a supplier, to the food service business, I would ask yourself the following questions.
I know this is a really obvious question, but it is so important. Why do you think people will engage with you and maybe even pay for what you have to offer? In my case, there was no competition in 1999.
The trouble was I didn't know then what I know now! Also, who would have known what was going to happen to coffee? In 1999 apples may as well have been oranges in coffee terms.
The customers perspective?
If you create or purvey a product that offers your market a way of making a better living while taking care of their ethics and tasting excellent, you are on to a good start.
Look at your product from your customer's perspective How can they be happier? We can never please everyone and shouldn't try to either.
What is your product? What is your motivation? What is your point of difference? What is your service? What is your value in this relationship? WHAT ARE YOU?
There is some luck involved and depending on what floats your boat, and your measure of success, anything is possible.