Wholesale Sales Executive

Wholesale Sales Representative

Excelsa Coffee Inc.

Full-Time · In-Person · San Diego, California

Help Build the First New Coffee Category in Decades

Coffee is one of the largest consumer products in the world.

Yet nearly every coffee sold today comes from the same two species.

Arabica and Robusta.

Excelsa is different.

Excelsa is a rare coffee species that delivers a distinct flavor profile, strong consumer interest, reduced agricultural inputs, and a compelling story for cafes, roasters, retailers, and coffee brands looking to stand apart in an increasingly crowded market.

At Excelsa Coffee, we are building the supply chain, standards, sourcing relationships, and market presence needed to introduce Excelsa as a meaningful new category within coffee.

We are looking for a Wholesale Sales Representative who is excited by the challenge of bringing something new to market.

This is a sales role.

Your mission is simple:

Generate new wholesale accounts.

Grow existing relationships.

Help expand Excelsa adoption across the coffee industry.

You will work directly with cafes, roasters, distributors, grocery buyers, hospitality groups, and coffee professionals looking for a better way to differentiate their businesses.

Why Excelsa

Excelsa offers customers a compelling alternative in a mature market.

It provides:

• A distinct and differentiated flavor profile
• Strong consumer curiosity and marketing potential
• Reduced agricultural input requirements compared to conventional coffee production
• A unique story for cafes and coffee brands
• Competitive economics relative to specialty Arabica
• New opportunities for retailers and wholesale buyers to stand apart

As the market becomes increasingly saturated with similar offerings, Excelsa gives customers something genuinely different to talk about and sell.

The Role

This role is focused on business development, relationship building, and revenue generation.

You will identify opportunities, build relationships, conduct outreach, educate prospects, and help close wholesale business.

You will work closely with leadership, operations, and customer support teams, but your primary responsibility is sales growth.

Location: San Diego, California

Type: Full-Time · In-Person

Core Responsibilities

• Generate new wholesale opportunities
• Build and maintain a strong sales pipeline
• Prospect cafes, roasters, distributors, retailers, and hospitality accounts
• Conduct outbound outreach through phone, email, events, and networking
• Schedule and conduct sales meetings and product tastings
• Manage accounts throughout the sales process
• Develop long-term customer relationships
• Attend industry events, trade shows, and networking opportunities
• Maintain CRM and sales activity tracking
• Collaborate with operations to ensure successful account onboarding
• Help identify new market opportunities and customer segments
• Meet and exceed sales targets and growth objectives
  

What We're Looking ForMust-Haves

• Strong sales mindset
• Self-starter mentality
• Excellent communication skills
• Comfortable with outbound prospecting
• Strong relationship-building ability
• Organized and accountable
• Ability to manage multiple opportunities simultaneously
• Results-oriented and driven by performance
• Comfortable working in a startup environment
• Excited about helping launch a new category within coffee

Bonus Experience

• Existing network within coffee, food service, hospitality, retail, or CPG
• Specialty coffee experience
• Wholesale sales experience
• Food and beverage sales experience
• Distribution experience
• CRM experience
• Startup experience
• Territory sales experience
• Trade show and event experience
  

Who This Role Is For

This role is for someone who:

• Loves building relationships
• Enjoys opening new accounts
• Is energized by business development
• Wants significant ownership and responsibility
• Thrives in startup environments
• Wants direct impact on company growth
• Is excited by introducing something new to market
• Wants to help build a nationally recognized coffee company

At Excelsa, growth is earned through ownership.

We value people who create opportunities, solve problems, and consistently move the business forward.

Growth Path

01 — Wholesale Sales Representative

02 — Senior Account Executive

03 — Regional Sales Manager

04 — Director of Wholesale Sales

As Excelsa expands across wholesale, retail, grocery, foodservice, and distribution channels, this role offers substantial growth opportunities for high performers.

Culture

We care deeply about:

• Ownership
• Accountability
• Curiosity
• Initiative
• Relationship building
• Long-term thinking
• Customer success
• Operational excellence

We are building infrastructure, not trends.

We are looking for people who want to build something meaningful and help create the future of coffee.

Compensation

Base Salary Commission

Performance-based growth opportunities tied directly to revenue generation and account development.

To Apply

Send:

• Resume
• Brief note on why Excelsa interests you
• Relevant sales, coffee, food and beverage, retail, or distribution experience
• Existing industry relationships or networks (if applicable)

If you are excited about helping bring a new coffee category to market, we would love to hear from you.

• Work Location: In person