Applegate at Mill Valley Market
Mill Valley Market is a specialty independent running 1 Bay Area store, mid-size at about 8,590 sq ft each.
Applegate is a U.S.-based brand known for its natural and organic meat products, founded in 1987 and headquartered in New Jersey.
It’s already on the shelf here, with 26 SKUs across 13 categories. The growth is depth and breadth: 9 categories to widen and 6 new doors to enter.
Lead with Hickory Smoked Uncured Turkey Bacon in Turkey Bacon.
Mill Valley Market stocks turkey bacon thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is turkey bacon: Mill Valley Market stocks only 2 there, so Applegate Hickory Smoked Uncured Turkey Bacon stands out rather than blending in.
Mill Valley Market merchandises 20 of the 25 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin turkey bacon shelf as a point of difference.
The full runway
Every category Applegate plays in across the Bay Area grocers we track, and where it stands at Mill Valley Market. 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 4 of 15 SKUs. Room to widen the line.
On shelf here, but only 4 of 6 SKUs. Room to widen the line.
What to bring to expand
Applegate’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 26
Presence and depth are measured from Mill Valley Market’s 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. Mill Valley Market profile →
