What Is the Provider/Reseller Program?

Prado's provider/reseller program is a distribution model that allows your meals to reach new customers through trusted partners — without you having to build new sales channels from scratch.

A provider (also called a reseller) is a partner — often a healthcare practice, wellness organization, dietitian group, or community-based program — that connects their audience to your food through their own branded ordering experience. They recommend, curate, and sell your meals to their patients, clients, or members, while you stay focused on what you do best: making great food and fulfilling orders.

Think of it as adding a dedicated sales partner who already has the relationships and trust with the exact customers you want to serve.

How the Partnership Model Works

The model is built around three roles that each do what they're best at:

You (the food merchant) set your menu, prepare the food, and fulfill orders. You also determine the pricing you offer to your provider partners — typically at a discounted rate compared to your direct-to-consumer prices.

The provider markets your meals to their audience, sets the final price the customer pays (by applying a small markup to your wholesale rate), and manages the customer relationship on their end.

Prado powers the technology and payments behind the scenes — handling the checkout experience, automated payment processing, fund distribution, and reconciliation so that everyone gets paid accurately and on time.

Pricing in Practice

You choose how to price meals for your provider partners. The two most common approaches:

• Percentage discount off your retail price — for example, you might offer providers a 20% discount. If a meal retails for $10, the provider pays $8 per meal.
• Fixed wholesale rate per meal — for example, a flat $10.50 per meal regardless of your retail price.

The provider then adds their own margin on top. Using the example above, if your cost to the provider is $8 and they mark it up 15%, the customer pays $9.20 per meal.

How Money Flows

When a customer places an order, here's what happens:

1. The customer checks out and pays the full order amount through the provider's site
2. Prado's system automatically reconciles the transaction and distributes funds — typically the next business day
3. You receive your agreed-upon cost per meal
4. The provider retains their margin
5. Prado collects a small processing fee for powering the transaction

No invoicing back and forth. No manual reconciliation. It's all handled automatically.

What's In It for You as a Merchant

New revenue with minimal effort. Providers bring you customers you likely wouldn't reach on your own — especially in the healthcare and wellness space, where trusted referrals matter.

Predictable, volume-based income. Provider partnerships often generate consistent, recurring orders — particularly when tied to subscription meal plans or ongoing patient programs.

You keep doing what you do. You're not building a new sales team or marketing funnel. Your provider partners handle customer acquisition and relationship management for their audience.

Simplified payments. Prado handles all payment processing and settlement automatically. You don't need to chase invoices or manage separate billing relationships with each provider.

Access to growing markets. The Food as Medicine space is expanding rapidly. Providers — especially in healthcare — are actively seeking high-quality meal partners to serve their patients. This program positions you to tap into HSA/FSA-eligible meal programs, dietitian referral networks, and wellness initiatives.

How Providers Collaborate with Prado

Providers operate on Prado's platform infrastructure. They get:

• Their own branded storefront or ordering experience, powered by Prado
• The ability to set their own pricing and margins
• Access to Prado's built-in support for HSA/FSA split payments — making it simple for their patients to use health spending accounts for eligible meal purchases
• Automated settlement and reporting so they can track their business without manual accounting

From the provider's perspective, Prado makes it turnkey to launch and run a meal program. They don't need to build e-commerce infrastructure, figure out payment compliance, or manage complex vendor relationships. Prado handles all of that.

Who Handles What

What About Recruiting Your Own Local Providers?

This is where the model gets especially interesting for growth-minded merchants.

Imagine identifying local practitioners, wellness coaches, corporate wellness coordinators, or community health programs in your area who already serve the kind of customers who would benefit from your food. Rather than waiting for Prado to broker a partnership, you could proactively build those relationships yourself.

What this could look like:

• Healthcare partnerships. A local dietitian or physician practice recommends your meals as part of a nutrition plan. They become a provider on Prado's platform, offering your meals to their patients through a branded ordering experience — and earning a margin for their referral and ongoing support.
• Workplace wellness programs. A corporate wellness coordinator partners with you to offer subsidized or discounted meal plans to employees. They manage the relationship with HR and the employees; you provide the food.
• Community organizations. A nonprofit focused on nutrition access, a fitness studio, or a health coaching practice could serve as a local distribution point for your meals — especially in underserved areas where access to quality prepared food is limited.
• Incentive programs. Partners could even structure incentive programs — like rewarding their practitioners or staff with meal credits for driving adoption — with costs shared across the partnership. This kind of collaborative incentive model is already being explored within the Prado ecosystem.

Why this matters for your business:

When you recruit your own local providers, you're essentially building a distributed sales network rooted in trust and community relationships. Each provider becomes an extension of your brand in a specific market or audience segment. And because Prado handles the technology, payments, and reconciliation, you can scale these partnerships without scaling your back-office operations.

The key is to look for partners who already have an engaged audience that would naturally benefit from access to quality, prepared meals — and who would value a turnkey platform (Prado) that makes it easy to offer your food without building anything from scratch.