Lundberg Family Farms at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 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 40 SKUs across 10 categories. The growth is depth and breadth: 9 categories to widen and 2 new doors to enter.
Lead with Organic Wild Blend Rice in Wild Rice.
United Markets stocks wild rice thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
United Markets carries boxed grain meal & sides in real depth, 53 SKUs against a fleet median of 14, 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 wild rice: United Markets stocks only 4 there, so Lundberg Family Farms Organic Wild Blend Rice stands out rather than blending in. Lead with the wild rice, and position the boxed grain meal & sides as a finishing or gift item.
United Markets 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 wild 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 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 14 of 22 SKUs. Room to widen the line.
On shelf here, but only 4 of 11 SKUs. Room to widen the line.
What to bring to expand
Lundberg Family Farms’ SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 40
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 →
