True Origin Foods at United Markets
United Markets is a specialty independent running 1 Bay Area store, large-format at about 26,260 sq ft each.
True Origin Foods is an artisan food brand specializing in high-quality rice, beans, and popcorn.
It’s already on the shelf here, with 6 SKUs across 5 categories. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with California White Jasmine Rice in Jasmine Rice.
United Markets stocks jasmine rice 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 popcorn in real depth, 58 SKUs against a fleet median of 26, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
United Markets merchandises 8 of the 8 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 40/100.
the categories it plays in are already deep here.
The full runway
Every category True Origin Foods 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.
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.
How it prices
Where it would price in jasmine rice. Each dot is a product on the shelf, by its cost per oz (hover for which). True Origin Foods (orange) sits well above the shelf.
What to bring to expand
True Origin Foods’ SKUs United Markets 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 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 →