If B2B, who is the other B?

There are two choices of what business you could be in:

1. Do you want to be in the retail business and eliminate the local stores (from whom consumers buy) and the distributors (from whom the restaurants and grocery stores buy)? If so, then you want a B2C model.

2. Do you want to be in the distribution business and market directly to the distributors above? If so, you want a B2B model.

It seems to me that you haven't decided what business you want to be in. Decide that first, then decide on a model for customer acquisition.

I have a bit of experience in your business. A old friend started a business where he'd go directly to the docks and buy the freshest fish right off the boats. That's how he got his product. But, he wanted to be in the B2C business so he acquired a lot of high end consumers who wanted to buy the freshest fish possible and were willing to pay 30%+ more than they'd pay in the local grocery or fish store. His CAC was very high. After two years he had to close this business as his delivery costs were too high.

So, instead he decided to sell to the distributors. His value proposition was freshness. Now his business is flourishing. The problem is that a consumer can not get his fish now, as the distributors had too much demand from restaurants and had nothing left over for the average store. He sells out of product every day and the distributors plead with him for more product.

The moral of the story is that, in the USA at least, distributors control the food business. They have the relationships with the stores and restaurants. You will have a tough go at it if you want to go B2C.