Fermín 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.
Fermín isn’t on Mill Valley Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with 100% Iberico Lomo De Bellota Dry Cured Loin in Deli Ham.
Mill Valley Market stocks deli ham 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 deli ham: Mill Valley Market stocks only 8 there, so Fermín 100% Iberico Lomo De Bellota Dry Cured Loin stands out rather than blending in.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin deli ham shelf as a point of difference.
The full runway
Every category Fermín 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.
How it prices
Where it would price in deli ham. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
Fermín’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
