Reading the shelf…

Shelf playbook

Wild Harvest at Driver's Market

Driver's Market is a independent grocer running 1 Bay Area store.

Wild Harvest is a grocery brand specializing in a range of organic and natural food products.

It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 28 new doors to enter.

◆ The wedge · where to start

Lead with Dog Food, Salmon & Potato Recipe in Wet Dog Food.

Driver's Market stocks wet dog food 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 wet dog food: Driver's Market stocks only 6 there, so Wild Harvest Dog Food, Salmon & Potato Recipe stands out rather than blending in.

fit strength / 100

Category fit · 35%93

Driver's Market merchandises 41 of the 44 categories the brand sells.

Values match · 25%35

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%20

brand excitement 20/100.

White space · 15%100

enters a thin wet dog food shelf as a point of difference.

The full runway

Every category Wild Harvest plays in across the Bay Area grocers we track, and where it stands at Driver's Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Wet Dog FoodDeepen

On shelf here, but only 2 of 4 SKUs. Room to widen the line.

Driver's Market depth 6 SKUs (fleet median 18)Wild Harvest here 2/4

up against: i and love and you 3, nummy tum-tum 1

Canned Diced TomatoesExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 7 SKUs (fleet median 11)Wild Harvest here 0/3

up against: bianco dinapoli 1,

What to bring to expand

Wild Harvest’s SKUs Driver's Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Wild Harvest Green Split Peas, Organic

$3.49at 3 grocers

Wild Harvest Great Northern Beans, Organic

$3.09$0.21/ozat 2 grocers

Wild Harvest Ketchup, Organic

$4.29$0.21/ozat 2 grocers

Already on the shelf

Wild Harvest Sweet Peas, Organic

$3.29

Wild Harvest Dog Food, Salmon & Potato Recipe

$3.09

Wild Harvest Dog Food, Grain Free Beef & Vegetable Stew Recipe

$2.59

Presence and depth are measured from Driver's 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. Driver's Market profile →

Dry Cat FoodExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 6 SKUs (fleet median 5)Wild Harvest here 0/3

up against: acana 3, orijen 3

Canned Kidney BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 6 SKUs (fleet median 4)Wild Harvest here 0/2

up against: eden foods 3, field day 2, westbrae natural 1

Peanut ButterExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 11 SKUs (fleet median 15)Wild Harvest here 0/2

up against: woodstock 3, big spoon roasters 2, once again 2, sam's adventure snacks 2, fiorello's 1

Canned Refried BeansExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 8)Wild Harvest here 0/2

up against: amy's kitchen 2, field day 1, la preferida 1

HoneyExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 43 SKUs (fleet median 17)Wild Harvest here 0/2

up against: marshall's farm 9, gipson's golden 4, big island bees 3, katz 3, meeks honey 3

Dry Dog FoodExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 6 SKUs (fleet median 8)Wild Harvest here 0/2

up against: acana 2, smallbatch 2, orijen 1, ziwipeak 1

Coconut OilExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 7 SKUs (fleet median 4)Wild Harvest here 0/1

up against: dr. bronner's 2, cadia 1, field day 1, la tourangelle 1, now solutions 1

Dijon MustardExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 6)Wild Harvest here 0/1

up against: edmond fallot 2, kozlik's 1, suzie's 1

Dried LentilsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 8 SKUs (fleet median 4)Wild Harvest here 0/1

up against: timeless 4, edison grain 3, eden foods 1

GranolaExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 47 SKUs (fleet median 41)Wild Harvest here 0/1

up against: nana joes granola 8, chantelle's granola 4, from the fields’ 4, g-nola 4, love crunch 3

Granulated SugarsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 4)Wild Harvest here 0/1

up against: wholesome 2, florida crystals 1, natsucar 1

KetchupExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 5 SKUs (fleet median 6)Wild Harvest here 0/1

up against: woodstock 2, field day 1, good food for good 1, primal kitchen 1

Olive OilsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 35 SKUs (fleet median 31)Wild Harvest here 0/1

up against: canaan fair trade 5, molino di borgo san dalmazzo 2, regalis 2, séka hills 2, bariani olive oil 1

OlivesExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 20 SKUs (fleet median 19.5)Wild Harvest here 0/1

up against: santa barbara olive co. 4, divina 3, asaro 2, iliada 2, aceitunas losada 1

PopcornExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 35 SKUs (fleet median 26)Wild Harvest here 0/1

up against: bjorn qorn 8, lesserevil 5, india tree 4, quinn snacks 4, field day 2

Quick OatsExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 9 SKUs (fleet median 16)Wild Harvest here 0/1

up against: nature's path 5, edison 1, edison grain 1, patagonia provisions 1, woodstock 1

Tomato PasteExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 7)Wild Harvest here 0/1

up against: bianco dinapoli 1, bionaturae 1, field day 1

Vegetable BrothExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 5 SKUs (fleet median 8)Wild Harvest here 0/1

up against: aneto 1, field day 1, imagine 1, pacific foods 1, seitenbacher 1

White RiceExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 4)Wild Harvest here 0/1

up against: lundberg family farms 2, koda farms 1

All Purpose FlourExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 4 SKUs (fleet median 7)Wild Harvest here 0/1

up against: arrowhead mills 2, bob's red mill 1, king arthur baking company 1

ApplesauceExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 7.5)Wild Harvest here 0/1

up against: field day 2

Brown RiceExtend

Already stocked here in other categories, so this one is a natural extension.

Driver's Market depth 3 SKUs (fleet median 3.5)Wild Harvest here 0/1

up against: edison grain 1, koda farms 1, lundberg family farms 1

+ 20 more categories (mostly fully stocked or too thin to matter).