Lundberg Family Farms at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Lundberg Family Farms is a family-owned company that specializes in organic rice and rice-based products, founded in 1937 and based in Richvale, California.
It’s already on the shelf here, with 25 SKUs across 9 categories. The growth is depth and breadth: 7 categories to widen and 3 new doors to enter.
Lead with Fiesta Lime Rice Chips in Grain Chips.
Driver's Market stocks grain chips 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.
The more differentiated opening is grain chips: Driver's Market stocks only 2 there, so Lundberg Family Farms Fiesta Lime Rice Chips stands out rather than blending in.
Driver's Market merchandises 12 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin grain chips shelf as a point of difference.
The full runway
Every category Lundberg Family Farms 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.
On shelf here, but only 12 of 22 SKUs. Room to widen the line.
On shelf here, but only 2 of 6 SKUs. Room to widen the line.
What to bring to expand
Lundberg Family Farms’ SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 23 of 25
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 →
