Rumiano 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.
Rumiano Cheese Company is a family-owned dairy manufacturer that specializes in organic cheeses and butter.
It’s already on the shelf here, with 4 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 6 new doors to enter.
Lead with Monterey Jack Cheese Slices in Monterey Jack.
Mill Valley Market stocks monterey jack thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is monterey jack: Mill Valley Market stocks only 3 there, so Rumiano Cheese Company Monterey Jack Cheese Slices stands out rather than blending in.
Mill Valley Market merchandises 13 of the 13 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin monterey jack shelf as a point of difference.
The full runway
Every category Rumiano 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 2 of 8 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Rumiano 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 →
