Lundberg Family Farms 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.
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 33 SKUs across 10 categories. The growth is depth and breadth: 8 categories to widen and 3 new doors to enter.
Lead with Organic, California White Basmati Rice in Basmati Rice.
Mill Valley Market stocks basmati rice 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.
The more differentiated opening is basmati rice: Mill Valley Market stocks only 4 there, so Lundberg Family Farms Organic, California White Basmati Rice stands out rather than blending in.
Mill Valley Market merchandises 13 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin basmati rice 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 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 11 of 22 SKUs. Room to widen the line.
On shelf here, but only 4 of 6 SKUs. Room to widen the line.
How it prices
Where it would price in basmati rice. Each dot is a product on the shelf, by its cost per oz (hover for which). Lundberg Family Farms (orange) sits in line with the shelf.
What to bring to expand
Lundberg Family Farms’ SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 33
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 →
