Echo Falls 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.
Echo Falls is a leading premium smoked seafood brand in the United States, specializing in a variety of smoked and specialty seafood products.
It’s already on the shelf here, with 6 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen.
Lead with Salmon, Atlantic, Scottish, Smoked, Oak Smoked in Smoked Salmon.
Mill Valley Market stocks smoked salmon thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Mill Valley Market carries smoked salmon in real depth, 15 SKUs against a fleet median of 6.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
wild-caught against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Echo Falls 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 5 of 12 SKUs. Room to widen the line.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in smoked salmon. Each dot is a product on the shelf, by its cost per oz (hover for which). Echo Falls (orange) sits above the shelf.
What to bring to expand
Echo Falls’ 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 →
