Madama Oliva at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Madama Oliva is a brand specializing in olives and legumes, offering a variety of products such as pitted olive mixes and lupini beans.
Madama Oliva isn’t on United Markets’ shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Pitted Olive Chili Lemon Mix in Olives.
United Markets stocks olives 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.
United Markets merchandises 1 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category Madama Oliva 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in olives. Each dot is a product on the shelf, by its cost per oz (hover for which). Madama Oliva (orange) sits in line with the shelf.
What to bring to land
Madama Oliva’s SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
