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Koi ain't shoelaces. There is a lot of variability in the quality and quantity of product from a single farm. Many types of agriculture suffer from this same characteristic. The usual way to deal with highly variable product quality and quantity is to have a diverse (broad) marketing plan. One market will pay a premium for the best stuff, another market will take the junk at a fair price, another you go to when sales are slow and excess fish need to be moved quickly, et cetera.
Direct marketing (breeder sells to hobbyist) is where the best money is. However, time and logistics usually constrain how much direct marketing a farm can do. Most of the koi you will not want associated with your name and at some point you have to decide whether you're a farmer or retailer. That can leave a lot of koi which are too good for the pet store and garden center route, but need to be moved on to make room for the next batch. Enter the dealer.
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