Diestel Family Ranch 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.
Diestel Family Ranch is a family-owned turkey producer based in Sonora, California, established in 1949.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 1 category to widen and 4 new doors to enter.
Lead with Organic Packaged Honey Roasted Turkey Breast in Deli Turkey.
Mill Valley Market stocks deli turkey thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is deli turkey: Mill Valley Market stocks only 10 there, so Diestel Family Ranch Organic Packaged Honey Roasted Turkey Breast stands out rather than blending in.
Mill Valley Market merchandises 8 of the 10 categories the brand sells.
non-gmo, organic, pasture-raised against the store's assortment lean.
brand excitement 60/100.
enters a thin deli turkey shelf as a point of difference.
The full runway
Every category Diestel Family Ranch 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 2 of 8 SKUs. Room to widen the line.
How it prices
Where it would price in deli turkey. Each dot is a product on the shelf, by its cost per oz (hover for which). Diestel Family Ranch (orange) sits well above the shelf.
What to bring to expand
Diestel Family Ranch’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 →
