Rancho Gordo at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
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 12 SKUs across 8 categories. The growth is depth and breadth: 5 categories to widen and 11 new doors to enter.
Lead with Alubia Blanca Bean in Other Dried Beans.
United Markets stocks other dried beans thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is other dried beans: United Markets stocks only 1 there, so RANCHO GORDO Alubia Blanca Bean stands out rather than blending in.
United Markets merchandises 22 of the 24 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin other dried 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 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 5 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Rancho Gordo’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 →
