Reading the shelf…

Shelf playbook

Tillamook 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.

Tillamook is a farmer-owned cooperative known for its high-quality dairy products, including award-winning cheeses and ice creams.

It’s already on the shelf here, with 34 SKUs across 8 categories. The growth is depth and breadth: 6 categories to widen and 7 new doors to enter.

◆ The wedge · where to start

Lead with Monterey Jack Cheese Block, 8oz 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 9 other Bay Area grocers.

Mill Valley Market carries ice cream in real depth, 324 SKUs against a fleet median of 130, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is monterey jack: Mill Valley Market stocks only 3 there, so Tillamook Monterey Jack Cheese Block, 8oz stands out rather than blending in. Lead with the monterey jack, and position the ice cream as a finishing or gift item.

fit strength / 100

Category fit · 35%89

Mill Valley Market merchandises 17 of the 19 categories the brand sells.

Values match · 25%35

non-gmo against the store's assortment lean.

Brand pull · 25%55

brand excitement 55/100.

White space · 15%100

enters a thin monterey jack shelf as a point of difference.

The full runway

Every category Tillamook 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.

CheddarDeepen

On shelf here, but only 13 of 31 SKUs. Room to widen the line.

Mill Valley Market depth 50 SKUs (fleet median 31)Tillamook here 13/31

up against: cabot 10, organic valley® 6, sargento 5, clover sonoma 4, fiscalini farmstead 3

Ice CreamDeepen

On shelf here, but only 12 of 40 SKUs. Room to widen the line.

Mill Valley Market depth SKUs

What to bring to expand

Tillamook’s SKUs Mill Valley Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Tillamook Farmstyle Mozzarella Shredded Cheese, 8oz

$4.99$0.62/ozat 12 grocers

Tillamook Farmstyle Medium Cheddar Cheese Slices, 8oz, 9ct

$5.89$0.74/ozat 9 grocers

Tillamook Farmstyle Sharp Cheddar Cheese Slices

$4.99

Already on the shelf · showing 24 of 34

Tillamook Extra Sharp Cheddar Cheese Block, 32oz

$20.29$0.63/oz

Tillamook Sharp Cheddar Cheese Block, 2lb

$19.09$0.60/oz

Tillamook Medium Cheddar Cheese Block, 32oz

$18.99$0.59/oz

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 →

Tillamook here 12/40

Pepperjack CheeseDeepen

On shelf here, but only 3 of 4 SKUs. Room to widen the line.

Mill Valley Market depth 8 SKUs (fleet median 5)Tillamook here 3/4

up against: clover sonoma 2, cabot 1, rumiano cheese company 1, sargento 1

Cheese BlendDeepen

On shelf here, but only 2 of 10 SKUs. Room to widen the line.

Mill Valley Market depth 8 SKUs (fleet median 6)Tillamook here 2/10

up against: sargento 3, organic valley® 2, clover sonoma 1

Monterey JackDeepen

On shelf here, but only 1 of 3 SKUs. Room to widen the line.

Mill Valley Market depth 3 SKUs (fleet median 3)Tillamook here 1/3

up against: clover sonoma 1, rumiano cheese company 1

Swiss CheeseDeepen

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

Mill Valley Market depth 3 SKUs (fleet median 3)Tillamook here 1/2

up against: emmi 1, sargento 1

Traditional YogurtExtend