Fishwife 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.
Fishwife is a woman-founded and led brand specializing in premium, ethically sourced tinned seafood.
Fishwife isn’t on Mill Valley Market’s shelf yet. The opening: 6 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with World Market Fishwife Hardwood Smoked Rainbow Trout in Olive Oil in Other Canned Seafood.
Mill Valley Market stocks other canned seafood thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
Mill Valley Market carries canned tuna in real depth, 46 SKUs against a fleet median of 17.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is other canned seafood: Mill Valley Market stocks only 4 there, so World Market Fishwife Hardwood Smoked Rainbow Trout in Olive Oil stands out rather than blending in. Lead with the other canned seafood, and position the canned tuna as a finishing or gift item.
Mill Valley Market merchandises 6 of the 7 categories the brand sells.
keto against the store's assortment lean.
brand excitement 85/100.
enters a thin other canned seafood shelf as a point of difference.
The full runway
Every category Fishwife 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Fishwife’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 →
