Rancho Gordo at Driver's Market
Driver's Market is a independent grocer running 1 Bay Area store.
Rancho Gordo is an American food company that specializes in heirloom beans and New World food products.
It’s already on the shelf here, with 26 SKUs across 15 categories. The growth is depth and breadth: 7 categories to widen and 3 new doors to enter.
Lead with Green Baby Lima Beans in Dried Lima Beans.
Driver's Market stocks dried lima beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is dried lima beans: Driver's Market stocks only 1 there, so Rancho Gordo Green Baby Lima Beans stands out rather than blending in.
Driver's Market merchandises 21 of the 24 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin dried lima beans shelf as a point of difference.
The full runway
Every category Rancho Gordo plays in across the Bay Area grocers we track, and where it stands at Driver's 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 7 of 16 SKUs. Room to widen the line.
On shelf here, but only 4 of 6 SKUs. Room to widen the line.
What to bring to expand
Rancho Gordo’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 26
Presence and depth are measured from Driver's 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. Driver's Market profile →
