Reading the shelf…

Shelf playbook

Roland Foods at Community Market CA

Community Market CA is a independent grocer running 1 Bay Area store.

It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 18 new doors to enter.

◆ The wedge · where to start

Lead with Glaze, Organic in Balsamic Vinegar.

Community Market CA stocks balsamic vinegar thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.

The more differentiated opening is balsamic vinegar: Community Market CA stocks only 8 there, so Roland Foods Glaze, Organic stands out rather than blending in.

fit strength / 100

Category fit · 35%83

Community Market CA merchandises 33 of the 40 categories the brand sells.

Values match · 25%35

non-gmo, organic, vegetarian against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%100

enters a thin balsamic vinegar shelf as a point of difference.

The full runway

Every category Roland Foods plays in across the Bay Area grocers we track, and where it stands at Community Market CA. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Balsamic VinegarDeepen

On shelf here, but only 1 of 2 SKUs. Room to widen the line.

Community Market CA depth 8 SKUs (fleet median 10)Roland Foods here 1/2

up against: napa valley naturals 2, o olive oil & vinegar 2, bionaturae 1, cadia 1, de nigris 1889 1

PicklesExtend

Already stocked here in other categories, so this one is a natural extension.

How it prices

Where it would price in balsamic vinegar. Each dot is a product on the shelf, by its cost per fl oz (hover for which).

shelf median $0.80/fl oz

What to bring to expand

Roland Foods’ SKUs Community Market CA doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Roland Foods Cornichons

$5.49$0.46/fl ozat 5 grocers

Roland Foods Organic Soba Noodles

$4.59$0.36/ozat 5 grocers

Roland Foods Rough Cut Sugar Cubes, Demerara

$6.59$0.37/oz

Already on the shelf

Roland Foods Glaze, Organic

$10.29

Presence and depth are measured from Community Market CA’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. Community Market CA profile →

Community Market CA depth 11 SKUs (fleet median 15.5)

Roland Foods here 0/5

Canned ArtichokesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 4)Roland Foods here 0/3

up against: native forest 2, jeff's garden 1

Bread CrumbsExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 6)Roland Foods here 0/3

up against: aleia's 2, schär 1

OlivesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 17 SKUs (fleet median 19.5)Roland Foods here 0/1

up against: jeff's garden 5, poshi 4, divina 3, santa barbara olive co. 2, gaea 1

Chili SaucesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 9.5)Roland Foods here 0/1

up against: muso from japan 1, the ginger people 1, wildbrine 1

CrackersExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 62 SKUs (fleet median 85)Roland Foods here 0/1

up against: mary's gone crackers 10, simple mills 6, back to nature 5, edward & sons 5, ella's flats all seed savory crisps 4

Other Canned BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 5 SKUs (fleet median 4)Roland Foods here 0/1

up against: eden foods 3, cadia 1, jovial 1

Canned Coconut Milk and CreamExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 9 SKUs (fleet median 7)Roland Foods here 0/1

up against: native forest 4, cadia 2, cha's organics 2, let's do organic 1

Rice NoodlesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 5 SKUs (fleet median 3)Roland Foods here 0/1

up against: lotus foods 3, thai kitchen 2

Coconut MilkExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 7 SKUs (fleet median 4)Roland Foods here 0/1

up against: pacific foods 2, califia farms 1, cha's organics 1, coco real 1, forager project 1

Other NoodlesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 2)Roland Foods here 0/1

up against: chung jung one o'food 1, hakubaku 1, sea tangle noodle company 1

Canned SardinesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 7)Roland Foods here 0/1

up against: wild planet 2, bela 1

Curry SaucesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 7 SKUs (fleet median 8)Roland Foods here 0/1

up against: maya kaimal 7

PolentaExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 3)Roland Foods here 0/1

up against: ancient harvest 2, bob's red mill 1

Brown SugarsExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 9)Roland Foods here 0/1

up against: big tree farms 1, wholesome 1, woodstock 1

Pickled VegetablesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 6 SKUs (fleet median 8.5)Roland Foods here 0/1

up against: jeff's garden 2, eden foods 1, pickerfresh 1, sinto gourmet 1, wildbrine 1

Rice VinegarExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 4)Roland Foods here 0/1

up against: marukan 3

Soba NoodlesExtend

Already stocked here in other categories, so this one is a natural extension.

Community Market CA depth 3 SKUs (fleet median 2)Roland Foods here 0/1

up against: hakubaku 1, lotus foods 1, muso from japan 1

Dijon MustardThin shelf

The store barely carries this category, so it is a hard sell.

Community Market CA depth 2 SKUs (fleet median 6)Roland Foods here 0/3

up against: cadia 1, organicville 1

CapersThin shelf

The store barely carries this category, so it is a hard sell.

Community Market CA depth 1 SKUs (fleet median 3)Roland Foods here 0/3

up against: jeff's garden 1

CouscousThin shelf

The store barely carries this category, so it is a hard sell.

Community Market CA depth 2 SKUs (fleet median 3)Roland Foods here 0/2

up against: bob's red mill 1, near east 1

ChutneyThin shelf

The store barely carries this category, so it is a hard sell.

Community Market CA depth 1 SKUs (fleet median 2)Roland Foods here 0/2

up against: indianlife 1

Vermicelli NoodlesThin shelf

The store barely carries this category, so it is a hard sell.

Community Market CA depth 0 SKUs (fleet median 1)Roland Foods here 0/2

+ 16 more categories (mostly fully stocked or too thin to matter).

$0.32/fl oz$1.21/fl oz