Del Cabo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Del Cabo is a brand under Jacobs Farm del Cabo, specializing in organic produce, particularly tomatoes and vegetables.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 1 category to widen.
Lead with Sugar Plum Grape Tomatoes in Grape Tomatoes.
United Markets stocks grape tomatoes 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 grape tomatoes: United Markets stocks only 2 there, so del Cabo Sugar Plum Grape Tomatoes stands out rather than blending in.
United Markets merchandises 6 of the 7 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin grape tomatoes shelf as a point of difference.
The full runway
Every category Del Cabo 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 2 SKUs. Room to widen the line.
Fully stocked here (3/3 SKUs).
What to bring to expand
Del Cabo’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 →
