Pricing – Am I doing it right?

I'm at the stage where I'm figuring out pricing for my products.
I'm trying to stay within that rule where if you sell to retail, they'll expect about 50% off of the retail prices you're currently selling at.

On my website I'm charging 3 x the price I get my products at. This leaves enough room to give 50-60% off for shops and so forth.

Does that sound about right?

My pricing is slightly higher than a fair few competitors, but the quality of the product is better – being Australian grown and organic, non imported and therefore fresher. I'm wondering if I could get away with even higher prices than 3 x my supply price.

Edit: Found this article which I think I'll go by unless others offer any other good advice here:

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