Equal Exchange at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Equal Exchange is a brand that specializes in fairly traded and organic products, including coffee, chocolate, tea, and snacks.
It’s already on the shelf here, with 17 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 5 new doors to enter, replicated across all 2 stores.
Lead with Coffee, Organic, Ground, Mind, Body & Soul in Ground Coffee.
Berkeley Bowl stocks ground coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Berkeley Bowl carries tea (bags & loose) in real depth, 462 SKUs against a fleet median of 127, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Berkeley Bowl merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
the categories it plays in are already deep here.
The full runway · across 2 stores
Every category Equal Exchange plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. 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 8 of 14 SKUs. Room to widen the line.
On shelf here, but only 3 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in ground coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Equal Exchange (orange) sits in line with the shelf.
What to bring to expand
Equal Exchange’s SKUs Berkeley Bowl 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 Berkeley Bowl’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. Berkeley Bowl profile →
