From The Fields’ 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.
From The Fields’: From the Fields' is an artisanal food company based in Northern California, specializing in organic granola, cereals, muesli, oatmeal, and snacks.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 10 new doors to enter.
Lead with Granola, Organic, Honey Cashew Vanilla in Granola.
Mill Valley Market stocks granola thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Mill Valley Market merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category From The Fields’ 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 granola. Each dot is a product on the shelf, by its cost per oz (hover for which). From The Fields’ (orange) sits in line with the shelf.
What to bring to expand
From The Fields’’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 →
