Tillen Farms at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
Tillen Farms is a U.S.-based brand specializing in natural pickled vegetables and cherries.
Tillen Farms isn’t on United Markets’ shelf yet. The opening: 4 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Muffuletta Olive Salad in Other Prepared Deli Salads.
United Markets stocks other prepared deli salads 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.
United Markets carries pickles in real depth, 52 SKUs against a fleet median of 15.5, 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 other prepared deli salads: United Markets stocks only 5 there, so Tillen Farms Muffuletta Olive Salad stands out rather than blending in. Lead with the other prepared deli salads, and position the pickles as a finishing or gift item.
United Markets merchandises 4 of the 6 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin other prepared deli salads shelf as a point of difference.
The full runway
Every category Tillen Farms 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Tillen Farms’ SKUs United Markets doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
