Alexandre Family Farm at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Alexandre Family Farm is a family-owned dairy brand based in Crescent City, California, specializing in organic, grass-fed, and A2/A2 dairy products.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with A2/A2 Organic Whole 6% Milk in Plain Milk.
United Markets stocks plain milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 14 other Bay Area grocers.
United Markets carries traditional yogurt in real depth, 146 SKUs against a fleet median of 48, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 8 of the 8 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
the categories it plays in are already deep here.
The full runway
Every category Alexandre Family Farm plays in across the Bay Area grocers we track, and where it stands at United Markets. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in plain milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Alexandre Family Farm (orange) sits well above the shelf.
What to bring to expand
Alexandre Family Farm’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from United Markets’ current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. United Markets profile →
