Morton & Bassett Spices 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.
Morton & Bassett Spices is a premium American brand known for its all-natural spices and seasonings, founded in 1986 and based in Rohnert Park, California.
It’s already on the shelf here, with 125 SKUs across 51 categories. The growth is depth and breadth: 30 categories to widen and 4 new doors to enter.
Lead with Pumpkin Spice in Pumpkin Pie Spice Mixes.
Mill Valley Market stocks pumpkin pie spice mixes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
Mill Valley Market carries other mustard in real depth, 24 SKUs against a fleet median of 9, 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 pumpkin pie spice mixes: Mill Valley Market stocks only 1 there, so Morton & Bassett Spices Pumpkin Spice stands out rather than blending in. Lead with the pumpkin pie spice mixes, and position the other mustard as a finishing or gift item.
Mill Valley Market merchandises 59 of the 63 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin pumpkin pie spice mixes shelf as a point of difference.
The full runway
Every category Morton & Bassett Spices 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 10 of 23 SKUs. Room to widen the line.
On shelf here, but only 9 of 21 SKUs. Room to widen the line.
What to bring to expand
Morton & Bassett Spices’ 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 125
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 →
