Cal-organic 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.
Cal-Organic Farms is a leading American brand known for its certified organic vegetables, offering over 65 varieties of seasonal and year-round produce.
It’s already on the shelf here, with 5 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Farms Organic Green Onions in Scallions.
Mill Valley Market stocks scallions 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 scallions: Mill Valley Market stocks only 1 there, so Cal-organic Farms Organic Green Onions stands out rather than blending in.
Mill Valley Market merchandises 10 of the 24 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin scallions shelf as a point of difference.
The full runway
Every category Cal-organic 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 1 of 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Cal-organic’s SKUs Mill Valley Market 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 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 →
