Mycopia Mushrooms at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Mycopia Mushrooms, a division of Gourmet Mushrooms Inc., specializes in cultivating organic specialty mushrooms for gourmet grocers, restaurants, and wholesalers across the United States.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Maitake Frondosa in Hen Of The Wood Mushrooms.
United Markets stocks hen of the wood mushrooms 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.
The more differentiated opening is hen of the wood mushrooms: United Markets stocks only 1 there, so Mycopia Mushrooms Maitake Frondosa stands out rather than blending in.
United Markets merchandises 3 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin hen of the wood mushrooms shelf as a point of difference.
The full runway
Every category Mycopia Mushrooms 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 1 of 2 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Mycopia Mushrooms’ SKUs United Markets 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 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 →
