Graza 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.
Graza is a Brooklyn-based company founded in 2021, specializing in single-origin extra virgin olive oil sourced from 100% Picual olives in Jaén, Andalusia, Spain.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 5 new doors to enter.
Lead with Super Sizzle Extra Virgin Olive Oil in Olive Oils.
Mill Valley Market stocks olive oils thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 15 other Bay Area grocers.
Mill Valley Market merchandises 6 of the 6 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 90/100.
maps onto categories the store already runs.
The full runway
Every category Graza 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.
On shelf here, but only 1 of 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in olive oils. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Graza (orange) sits below the shelf.
What to bring to expand
Graza’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 →
