From The Fields’ at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 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 15 SKUs across 9 categories. The growth is depth and breadth: 5 categories to widen and 1 new door to enter.
Lead with Unsalted Roasted Nut Mix in Mixed Nuts.
United Markets stocks mixed nuts 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.
United Markets carries cereal in real depth, 171 SKUs against a fleet median of 56, 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 mixed nuts: United Markets stocks only 12 there, so From The Fields’ Unsalted Roasted Nut Mix stands out rather than blending in. Lead with the mixed nuts, and position the cereal as a finishing or gift item.
United Markets merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin mixed nuts shelf as a point of difference.
The full runway
Every category From The Fields’ plays in across the Bay Area grocers we track, and where it stands at United Markets. 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 mixed nuts. Each dot is a product on the shelf, by its cost per oz (hover for which). From The Fields’ (orange) sits above the shelf.
What to bring to expand
From The Fields’’s SKUs United Markets 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 United Markets’ 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. United Markets profile →
