Organic Valley® at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Organic Valley®: Organic Valley is the largest farmer-owned organic cooperative in North America, specializing in a wide range of organic food products.
It’s already on the shelf here, with 17 SKUs across 10 categories. The growth is depth and breadth: 9 categories to widen and 23 new doors to enter.
Lead with Organic Baby Swiss Cheese Slices in Swiss Cheese.
United Markets stocks swiss cheese 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.
United Markets carries cheddar in real depth, 65 SKUs against a fleet median of 31, 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 swiss cheese: United Markets stocks only 6 there, so Organic Valley® Organic Baby Swiss Cheese Slices stands out rather than blending in. Lead with the swiss cheese, and position the cheddar as a finishing or gift item.
United Markets merchandises 33 of the 35 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin swiss cheese shelf as a point of difference.
The full runway
Every category Organic Valley® 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 3 of 7 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Organic Valley®’s 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 →
