Jeff's Garden at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Jeff's Garden is a family-owned brand that specializes in natural and organic pantry staples, offering a variety of Mediterranean-inspired products.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 7 new doors to enter.
Lead with Sliced Hot Jalapeño Peppers in Canned Jalapenos.
United Markets stocks canned jalapenos thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
United Markets carries olives in real depth, 61 SKUs against a fleet median of 19.5, 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 canned jalapenos: United Markets stocks only 11 there, so Jeff's Garden Sliced Hot Jalapeño Peppers stands out rather than blending in. Lead with the canned jalapenos, and position the olives 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 50/100.
enters a thin canned jalapenos shelf as a point of difference.
The full runway
Every category Jeff's Garden 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.
On shelf here, but only 3 of 9 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in canned jalapenos. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to expand
Jeff's Garden’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 →
