More Than Fair 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.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 new door to enter.
Mill Valley Market merchandises 2 of the 2 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 50/100.
the categories it plays in are already deep here.
The full runway
Every category More Than Fair 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.
Already stocked here in other categories, so this one is a natural extension.
Fully stocked here (1/1 SKUs).
How it prices
Where it would price in canned artichokes. Each dot is a product on the shelf, by its cost per oz (hover for which). More Than Fair (orange) sits above the shelf.
What to bring to expand
More Than Fair’s SKUs Mill Valley Market 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 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 →