Point Reyes Farmstead Cheese Company 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.
Point Reyes Farmstead Cheese Company is an artisanal cheese producer located in Point Reyes Station, California, founded in 2000 by the Giacomini family.
It’s already on the shelf here, with 4 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Original Blue Cheese Wedge, Vegetarian in Blue Cheese.
Mill Valley Market stocks blue 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.
Mill Valley Market carries other cheese in real depth, 25 SKUs against a fleet median of 11.5, 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 blue cheese: Mill Valley Market stocks only 3 there, so Point Reyes Farmstead Cheese Company Original Blue Cheese Wedge, Vegetarian stands out rather than blending in. Lead with the blue cheese, and position the other cheese as a finishing or gift item.
Mill Valley Market merchandises 4 of the 4 categories the brand sells.
organic against the store's assortment lean.
brand excitement 70/100.
enters a thin blue cheese shelf as a point of difference.
The full runway
Every category Point Reyes Farmstead Cheese Company 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 1 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
What to bring to expand
Point Reyes Farmstead Cheese Company’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 →
