Reading the shelf…

Shelf playbook

Frontier Co-op at Driver's Market

Driver's Market is a independent grocer running 1 Bay Area store.

Frontier Co-op is a brand known for its sustainably sourced herbs, spices, and teas.

It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 18 new doors to enter.

◆ The wedge · where to start

Lead with Ceylon Cinnamon, Ground, Regenerative Organic Certified in Dried Cinnamon.

Driver's Market stocks dried cinnamon 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.

Driver's Market carries salts in real depth, 36 SKUs against a fleet median of 17, 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 dried cinnamon: Driver's Market stocks only 7 there, so Frontier Co-op Ceylon Cinnamon, Ground, Regenerative Organic Certified stands out rather than blending in. Lead with the dried cinnamon, and position the salts as a finishing or gift item.

fit strength / 100

Category fit · 35%87

Driver's Market merchandises 33 of the 38 categories the brand sells.

Values match · 25%35

non-gmo, organic, vegetarian against the store's assortment lean.

Brand pull · 25%60

brand excitement 60/100.

White space · 15%100

enters a thin dried cinnamon shelf as a point of difference.

The full runway

Every category Frontier Co-op plays in across the Bay Area grocers we track, and where it stands at Driver's Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Dried CinnamonDeepen

On shelf here, but only 1 of 4 SKUs. Room to widen the line.

Driver's Market depth 7 SKUs (fleet median 6.5)Frontier Co-op here 1/4

up against: spicely organics 4, field day 1, india tree 1

Other Seasoning MixesExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 17 SKUs (fleet median 15.5)Frontier Co-op here 0/6

up against:

What to bring to expand

Frontier Co-op’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Frontier Co-op Grinder Himalayan Pink Salt

$6.69$1.98/ozat 5 grocers

Frontier Co-op Black Peppercorns, Organic, Tellicherry, Grinders

$6.69$3.80/ozat 4 grocers

Frontier Co-op Bay Leaf, Organic

$7.39

Already on the shelf

Frontier Co-op Ceylon Cinnamon, Ground, Regenerative Organic Certified

$7.69

Frontier Co-op Pumpkin Pie Spice

$6.09$3.54/oz

Presence and depth are measured from Driver's 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. Driver's Market profile →

Ground PaprikaExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 5)Frontier Co-op here 0/4

up against: spicely organics 3

Vanilla ExtractExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 5)Frontier Co-op here 0/4

up against: beyond good 2, nielsen-massey 1, spicely organics 1

Dried CuminExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 4)Frontier Co-op here 0/4

up against: spicely organics 3, field day 1

Chili PowderExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 11 SKUs (fleet median 5)Frontier Co-op here 0/3

up against: spicely organics 6, los chileros 1, piment d'ville 1, rancho gordo 1

PepperExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 12 SKUs (fleet median 11)Frontier Co-op here 0/3

up against: spicely organics 8, jacobsen salt co. 2, rancho gordo 1, somersaults 1

Dried OreganoExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 3)Frontier Co-op here 0/2

up against: spicely organics 3, rancho gordo 1

Dried RosemaryExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 2)Frontier Co-op here 0/2

up against: spicely organics 3

Curry PowderExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 3.5)Frontier Co-op here 0/2

up against: spicely organics 3

Latin and Hispanic Seasoning MixesExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 6 SKUs (fleet median 6)Frontier Co-op here 0/2

up against: simply organic 2, spicely organics 2, jacobsen co. 1, patagonia provisions 1

Dried GarlicExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 4)Frontier Co-op here 0/2

up against: spicely organics 3, field day 1

Sesame SeedsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 5 SKUs (fleet median 3.5)Frontier Co-op here 0/2

up against: spicely organics 4, wadaman 1

SaltsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 36 SKUs (fleet median 17)Frontier Co-op here 0/1

up against: jacobsen salt co. 8, himalasalt 3, m. gilles hervy 2, maldon 2, omnivore 2

Crushed Red PepperExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 3)Frontier Co-op here 0/1

up against: spicely organics 2, mother-in-law's 1

Dried CardamomExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 3)Frontier Co-op here 0/1

up against: spicely organics 3, marin 1

Dried OnionExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 3.5)Frontier Co-op here 0/1

up against: spicely organics 3

Other MustardExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 9 SKUs (fleet median 9)Frontier Co-op here 0/1

up against: tracklements 3, kozlik's 2, american spoon 1, bone suckin' sauce 1, natural value 1

Other SpicesExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 10 SKUs (fleet median 6)Frontier Co-op here 0/1

up against: spicely organics 5, eden foods 1, k.l. keller 1, rancho gordo 1

Pumpkin Pie Spice MixesHolding

Fully stocked here (1/1 SKUs).

Driver's Market depth 1 SKUs (fleet median 1)Frontier Co-op here 1/1

Italian SeasoningThin shelf

The store barely carries this category, so it is a hard sell.

Driver's Market depth 2 SKUs (fleet median 2)Frontier Co-op here 0/4

up against: spicely organics 2

Dried Bay LeafThin shelf

The store barely carries this category, so it is a hard sell.

Driver's Market depth 2 SKUs (fleet median 2)Frontier Co-op here 0/3

up against: spicely organics 2

Dried GingerThin shelf

The store barely carries this category, so it is a hard sell.

Driver's Market depth 2 SKUs (fleet median 2.5)Frontier Co-op here 0/2

up against: inna 1, spicely organics 1

Dried CorianderThin shelf

The store barely carries this category, so it is a hard sell.

Driver's Market depth 2 SKUs (fleet median 2)Frontier Co-op here 0/2

up against: spicely organics 2

+ 14 more categories (mostly fully stocked or too thin to matter).