How to post homemade food, desserts or local coffee without sounding improvised

An acquaintance sells homemade brownies that are really good. Truly good. But her ad just said "delicious brownies, message me" and a blurry photo taken at night. She hadn't gotten a single order in weeks. I asked her three things any buyer asks themselves before messaging: what are they made of?, how much do they cost?, and do you deliver or do I have to pick them up? Her ad didn't answer any of them. We fixed it in twenty minutes and a week later she already had orders for a birthday party.

Selling prepared food, desserts, bread or coffee in Colombia doesn't fail because of taste. It fails because the ad looks improvised, and with food the buyer distrusts more than with a used couch: they're going to put it in their mouth. If the post doesn't give them confidence in the first few seconds, they simply move on. If you want to see real options right now, you can see cars and motorcycles available in Colombia Move — posting is completely free.

Here I explain, step by step, how to put together a food post that looks professional — what information to include, how to handle the topic of ingredients and storage without sounding like a manual, which channels are worth appearing on, and templates you can copy and adapt. No magic promises: what does depend on your product I'll tell you so you can verify it with the health authority.

• Exactly what you sell: product, flavor, size and how many servings.
• What the price includes: serving, packaging and whether delivery is separate.
• Main ingredients and allergens (dairy, gluten, nuts, egg).
• Delivery zone or pickup point, and order hours.
• How it's stored and until when it can be consumed.

What makes a food ad look professional

The difference between an ad that sells and one people ignore is almost never the product. It's the information. A buyer who sees clear pricing, a real photo and delivery zone assumes there's someone organized behind it. One who sees "message me and I'll tell you" assumes the opposite, even if your food is better.

Before thinking about platforms, complete the basics of your seller profile: real name, a photo where you can be seen, and your city or neighborhood. That matters more than it seems — I explain it in depth in this guide.

And if you want your post to appear when someone searches "custom cake" or "breakfast delivery" in your city, it's worth understanding how an ad gets indexed: I explain it in how to make your ad appear on Google.

Food-specific trust: ingredients, allergens and storage

This is where food is different from selling clothes or a phone. The buyer needs data that protects them, and giving it to them yourself — without them having to ask — is exactly what makes you look professional.

Always include these four sections:

• Main ingredients and allergens: dairy, gluten, egg, nuts, peanuts. One sentence is enough: "contains milk, gluten and walnuts".
• Storage: whether it goes refrigerated, frozen or at room temperature, and how many days it stays fresh.
• Packaging: how it arrives (sealed, in a box, vacuum-sealed). Packaging communicates hygiene as much as taste.
• Preparation date or window: "made to order" or "baked the same day of delivery".

Avoid two extremes. Don't promise health benefits ("lose weight", "cures", "guaranteed healthy"): that creates distrust and can get you in trouble. And don't hide that it's homemade — many buyers prefer it, as long as they see order and hygiene.

On the health topic you have to be honest and careful. In Colombia, activities of preparation, packaging, storage, transport, distribution and commercialization of food are subject to health requirements (Resolution 2674). Depending on the type of product, scale and how you sell it, a notification, permit or health registration with INVIMA may apply. It's not the same for all cases, so don't believe either "nobody needs anything" or "everyone needs registration": verify your specific case with INVIMA or your municipality's health authority before growing.

One detail that does build trust and is within your reach: a food handling course. Several cities — Bogotá, for example — have offered training aimed at sellers and entrepreneurs. Mentioning that you have it is a signal of concrete seriousness, not an empty promise.

Where to post: WhatsApp, Facebook, Rappi, Mercado Libre and Colombia Move

There's no single perfect channel. Each one serves a different purpose, and the smart thing is to combine two or three without depending on just one.

Channel	What it's for	Watch out for
WhatsApp and neighborhood groups	Close orders quickly with nearby people	The message gets lost; you don't appear in searches
Facebook Marketplace	Wide local reach and free	Must comply with their commerce policies; a post may not be approved
Rappi / delivery apps	More formal channel for businesses with a kitchen	They ask for documents like RUT and ID; requirements vary by region
Mercado Libre	Non-perishable products (sealed coffee beans, preserves)	Has restrictions for perishables and regulated items; not ideal for fresh desserts
Colombia Move	Clear form, free, direct contact and bilingual discovery	You need good photos and details to stand out

For desserts and fresh food, WhatsApp is still the natural closing — if you use it right. Having your conditions ready (hours, zones, minimum order) avoids endless conversations that don't end in a sale. There's a complete guide on posting and responding via WhatsApp: post your ad via WhatsApp on Colombia Move.

On Colombia Move the food category is practically empty today — posting now means appearing with almost no competition. You can see the section directly in prepared food. It's free, no commission, and the buyer writes you directly.

Ad templates you can copy

Adapt these to your product. The structure is what matters: product, what's included, trust details, delivery and how to order.

Prepared food / lunches

Homemade lunches delivered — Laureles, Medellín
Plate of the day: protein + rice + salad + natural juice. Generous serving.
Contains gluten; pork-free option. Delivered hot, sealed packaging.
Orders until 11 a.m. · Delivery 12–1 p.m. in Laureles and Estadio · Delivery extra.
Minimum order 2 plates. Message me on WhatsApp to reserve.

Custom desserts

Custom cakes and brownies
Flavors: chocolate, carrot, tres leches. Sizes from 10 servings.
Contains milk, egg, gluten and nuts. Made to order, ready the day of delivery.
Refrigerate; keeps for 3 days. Orders with 48 hours notice.
Delivery in the north of the city or pick up at my house.

Local bakery and coffee

Artisanal bread and origin coffee — weekly sales
Sourdough bread (baked Saturdays) and sealed coffee beans, medium roast, 500 g.
Coffee keeps sealed for several months; bread is consumed within 2–3 days or frozen.
Orders until Friday · Delivery Saturday · Pickup at agreed location.

How to manage orders without it becoming a mess

When messages start arriving, what defines whether you repeat the sale is the order. Define rules and put them in the ad so the buyer already knows them:

1. Order cutoff time for the day ("I order until 11 a.m.").
2. Delivery zones and whether home delivery is charged separately.
3. Advance payment for large orders — a birthday cake yes, two brownies no.
4. What happens if you cancel: until when you can and if the advance payment is refunded.
5. How you confirm: "it's scheduled once I receive the receipt".

And a fundamental piece of advice: don't rely on a single channel. If your entire business lives in a WhatsApp group, the day that group gets filled with spam you'll be left without customers. Spread your presence — public listing, social media and word of mouth. This guide develops it well: how to get clients for services in Colombia without relying only on WhatsApp.

Frequently Asked Questions

❓ Where can I publish prepared food in Colombia?

You can use WhatsApp and neighborhood groups, Facebook Marketplace, delivery apps like Rappi if you meet their requirements, and classifieds like Colombia Move with a good description. The ideal approach is to combine two or three: WhatsApp to close the deal and a public listing so people can find you.

❓ What should a food advertisement say to build trust and not look like a scam?

You must explain the product, ingredients and allergens, presentation, order schedule, delivery zone and payment method. Add real photos and a profile with your name to dispel suspicion of fake ads. When the buyer doesn't have to ask anything to make a decision, they'll message you.

❓ Do I need INVIMA to sell prepared food?

It depends on the type of product, the scale, and how you market it. Depending on the case, a notification, permit, or health registration may apply, or it may not. It's not the same for everyone, so verify your specific situation at the official source: INVIMA or your municipality's health authority before scaling up.

❓ How do I set a price without sounding expensive or unprepared?

Show what the price includes: size or portions, packaging, whether delivery is separate, minimum order, and customization options. A price with context is understood; a standalone number always seems high.

❓ What photos work best for desserts, bakery or coffee?

Real photos with good natural light, visible packaging, and something that gives scale (a hand, a cup, a served portion). Forget about images downloaded from the internet: the buyer notices the difference and becomes suspicious.

❓ Is it better to sell through WhatsApp, Facebook, or a platform?

Each channel serves a different purpose. WhatsApp closes orders and resolves doubts quickly, Facebook gives you local reach, and a clear listing in a classified ad reduces repeated questions and makes you visible when someone is searching. Use all three depending on the moment.

❓ What details help avoid complaints?

Be explicit about cut-off times, storage, ingredients and allergens, what changes you accept, and your delivery or cancellation policy. Most complaints arise from something that wasn't written in the listing.