Wholesale pricing for dietary supplements

We're looking to extend our dietary supplement brand into retail stores, and we need some help figuring out pricing!

We've already had a number of inquiries from smaller pharmacies and health food stores.

Does anyone have insights as to what the market standard might be?

For example, if our retail price is $30 and it costs us $9 to produce, where should we set the wholesale price? We're thinking $15 or $16. Does that sound reasonable?

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