Dole 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.
Dole is a renowned brand specializing in fresh fruits and fruit-based products, including packaged fruit snacks and a variety of juices.
It’s already on the shelf here, with 14 SKUs across 6 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Mill Valley Market merchandises 14 of the 21 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 25/100.
the categories it plays in are already deep here.
The full runway
Every category Dole 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 6 of 17 SKUs. Room to widen the line.
On shelf here, but only 3 of 12 SKUs. Room to widen the line.
What to bring to expand
Dole’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 →
