Mi Rancho at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Mi Rancho is a family-owned company that has been producing premium tortillas, chips, and salsas since 1939.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Organic Flour Burrito in Flour Tortillas.
Community Market CA stocks flour tortillas thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
The more differentiated opening is flour tortillas: Community Market CA stocks only 4 there, so Mi Rancho Organic Flour Burrito stands out rather than blending in.
Community Market CA merchandises 4 of the 5 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
enters a thin flour tortillas shelf as a point of difference.
The full runway
Every category Mi Rancho plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 2 of 11 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Mi Rancho’s SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
