True Story at Woodlands
Woodlands is a specialty independent running 3 Bay Area stores, small-format at about 2,336 sq ft each, indexing high on clean-organic versus other Bay Area grocers.
True Story Foods is a family-owned company that specializes in organic and natural meat products, including deli meats, sausages, and fresh pork.
It’s already on the shelf here, with 14 SKUs across 7 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 3 stores.
Lead with Diced Oven Roasted Chicken Breast in Deli Chicken.
Woodlands stocks deli chicken thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Woodlands carries salami in real depth, 44 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 deli chicken: Woodlands stocks only 1 there, so True Story Diced Oven Roasted Chicken Breast stands out rather than blending in. Lead with the deli chicken, and position the salami as a finishing or gift item.
Woodlands merchandises 9 of the 10 categories the brand sells.
grass-fed, organic against the store's assortment lean.
brand excitement 65/100.
enters a thin deli chicken shelf as a point of difference.
The full runway · across 3 stores
Every category True Story plays in across the Bay Area grocers we track, and where it stands at Woodlands. 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 4 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
True Story’s SKUs Woodlands doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Woodlands
enriched 2026-09-05Presence and depth are measured from Woodlands’ 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. Woodlands profile →
