Cal-organic at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 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 6 SKUs across 4 categories. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Farms Organic Peeled Carrots in Baby Carrots.
United Markets stocks baby carrots thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 13 other Bay Area grocers.
United Markets carries cheddar in real depth, 65 SKUs against a fleet median of 31, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is baby carrots: United Markets stocks only 4 there, so Cal-Organic Farms Organic Peeled Carrots stands out rather than blending in. Lead with the baby carrots, and position the cheddar as a finishing or gift item.
United Markets merchandises 11 of the 24 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin baby carrots 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 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 2 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Cal-organic’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 →
