- Remaining shelf life at arrival matters more than total shelf life.
- Major retailers reject stock below 75% of total life remaining at delivery.
- Transit time can quietly burn 20–25% of total shelf life.
- Always contract a minimum production-date guarantee in writing.
The three dates that matter
Total shelf life = expiry − production. Remaining shelf life at arrival = expiry − arrival. The percentage remaining matters more than the absolute number of months.
- Production date — when the product was made. The clock starts here.
- Expiry date — best-before or use-by, depending on category and country.
- Estimated arrival date — when the goods land in your warehouse.
The buyer 75% rule
Most major retailers reject stock with less than 75% of total shelf life remaining at delivery. Wholesalers and food-service operators commonly accept 50–66%. Discount and clearance buyers go lower.
Know your channel before agreeing to any production date.
Transit time eats shelf life
Sea freight from Asia to Europe routinely takes 6–8 weeks. Add port delays, customs, and inland delivery and you can easily lose 2–3 months of shelf life before the first unit hits a shelf.
For a 12-month product, that's 20–25% of total life gone before you sell anything.
Shelf-life timeline
Worked example
Olive oil with a 24-month shelf life, produced 2 months ago, arriving in 10 weeks. At arrival you have 24 − 2 − 2.5 ≈ 19.5 months left, or ~81%. Safe for retail.
Same product produced 8 months ago: at arrival you'd have ~13.5 months (56%) — too aged for most retail buyers.
Same product, same supplier, same price — completely different commercial outcome.
How shelf life ties to pricing
Old stock has to be sold faster, often at a discount. Build a shelf-life buffer into both your buying decision (don't accept old production runs) and your pricing (older stock may need to clear at a markdown that wipes margin).
Common mistakes
- Asking for "in-date" stock without specifying minimum % remaining.
- Ignoring production date — "in date" can still mean dangerously close to expiry.
- Not contracting a minimum shelf life with the supplier in writing.
- Forgetting transit time when projecting arrival shelf life.
- Sizing MOQ to monthly sales instead of remaining shelf life.
Frequently asked questions
What if my supplier won't commit to a minimum shelf life?
That's a red flag. Reputable food suppliers will commit to a minimum % remaining at dispatch. If they won't, build the risk into your price or walk away.
Does shelf life apply to non-food products?
Yes — cosmetics, supplements, batteries, and some chemicals all have effective shelf life. The math is the same.
How do I write a shelf-life clause?
Specify minimum % of total shelf life remaining at the time of dispatch (not arrival), with a financial penalty or right to reject if not met.
What % should I demand from a supplier?
At least 90% remaining at dispatch if you sell to major retail. 75–85% is workable for wholesale/foodservice. Below 60% is clearance territory.