Thomas Farms at Berkeley Bowl
Berkeley Bowl is a specialty independent running 2 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Thomas Farms specializes in grass-fed and pasture-raised meats, including beef, lamb, wagyu, venison, and halal-certified goat, with an emphasis on natural, minimally processed proteins.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter, replicated across all 2 stores.
Lead with Organic 85% Lean Grass Fed Ground Beef Burgers in Beef Patties.
Berkeley Bowl stocks beef patties 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 beef patties: Berkeley Bowl stocks only 5 there, so Thomas Farms Organic 85% Lean Grass Fed Ground Beef Burgers stands out rather than blending in.
Berkeley Bowl merchandises 4 of the 6 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin beef patties shelf as a point of difference.
The full runway · across 2 stores
Every category Thomas Farms plays in across the Bay Area grocers we track, and where it stands at Berkeley Bowl. 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 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Thomas Farms’ SKUs Berkeley Bowl 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 Berkeley Bowl’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. Berkeley Bowl profile →
