Let's Do Organic 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.
Let's Do Organic is a brand specializing in organic baking ingredients and ice cream cones.
It’s already on the shelf here, with 9 SKUs across 6 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Tapioca Starch, Organic, Gluten Free, Grain Free in Tapioca Flour.
Mill Valley Market stocks tapioca flour 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 carries ice cream in real depth, 324 SKUs against a fleet median of 130, 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 tapioca flour: Mill Valley Market stocks only 2 there, so Let's Do Organic Tapioca Starch, Organic, Gluten Free, Grain Free stands out rather than blending in. Lead with the tapioca flour, and position the ice cream as a finishing or gift item.
Mill Valley Market merchandises 11 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin tapioca flour shelf as a point of difference.
The full runway
Every category Let's Do Organic 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 3 of 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Let's Do Organic’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 →
