On The Vine Marketplace, Llc

What On The Vine Marketplace, Llc does

On The Vine Marketplace, LLC is an independent gourmet grocery retailer operating two brick-and-mortar storefronts in New England: 75 Portsmouth Ave in Exeter, NH and 591 US Route 1 in Scarborough, ME. Founded in 2006, the company has been serving local consumers for nearly two decades with a curated assortment spanning butchery, seafood, produce, scratch bakery, delicatessen, prepared foods, and beer and wine. The Exeter location operates seven days a week; the Scarborough location currently operates on a limited Saturday schedule, suggesting a smaller or ramping footprint.

The business is built around direct vendor relationships and a family-heritage narrative anchored by recipes from Carl Schultze, co-founder of the Wildly Famous 'Schultz's Hot Dog', which differentiates the butcher department. A strategic partnership with Boar's Head anchors the delicatessen with a 115-year-old premium brand. The company buys produce direct from suppliers to minimize time between delivery and retail floor placement, and bakes all bakery items in-house. The company operates no technology platform, no e-commerce storefront, and no API; the only digital presence is a Wix-based marketing website (otv.rocks) that communicates offerings, hours, menus, and gift card ordering by phone.

Revenue is generated through point-of-sale retail grocery sales across all departments, supplemented by catering services, a dedicated sandwich menu, and gift card sales processed by phone with USPS fulfillment. The company employs 1-10 people, is founder-owned with no disclosed external investment or institutional backing, and is organized as a single LLC domiciled in New Hampshire. Customer acquisition is driven by foot traffic, local reputation, and word-of-mouth within the New England market rather than any structured digital marketing or sales motion.

Name

On The Vine Marketplace, Llc

Legal name

On The Vine Marketplace, LLC

Website

https://otv.rocks

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

On The Vine Marketplace is an independent gourmet grocery retailer operating two storefronts in Exeter, NH and Scarborough, ME, serving New England consumers since 2006 with butcher, seafood, produce, bakery, deli, prepared foods, beer, and wine offerings.

Ownership category

akta.pro rank

Product category

Specialty Grocery Retail

NAICS

Supermarkets and Other Grocery Retailers (except Convenience Retailers) (44511)

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Supermarket Operators with In-Store Foodservice/Prepared Foods Focus (CRAHAAAJ)

akta.pro secondary industries

Full-Line Supermarkets (National/Regional Chains) (CRAHAAAA), Butcher Shops & Meat Markets (CRAHAHAB), Seafood Markets & Fishmongers (CRAHAHAC)

Keywords

• Gourmet grocery store
• Specialty food retail
• Butcher shop
• Delicatessen products
• Prepared foods catering

Headquarters

HQ city

Scarborough

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Retail Grocery Sales: Revenue from selling gourmet grocery products including butchershop items, seafood, produce, bakery goods, beer and wine, and delicatessen products directly to consumers at retail prices.
2. Prepared Foods: Ready-to-eat meals and prepared foods sold directly to consumers, including catering services for events and gatherings.
3. Gift Cards: Gift card sales where customers purchase gift cards over the phone, with processing occurring the next business day and physical delivery via USPS within 5-7 days.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

On The Vine Marketplace operates two full-service gourmet grocery retail stores in Exeter, NH and Scarborough, ME, selling premium groceries across multiple in-store departments: butchershop, seafood, produce, scratch-made bakery, delicatessen (Boar's Head), beer & wine, and prepared foods. The company additionally provides catering services, a sandwich menu, and gift cards, serving New England consumers since 2006 as an independent specialty grocer.

Product overview

On The Vine Marketplace is a single-location gourmet grocery store (with two physical retail locations in Exeter, NH and Scarborough, ME) that has been serving New England since 2006. The store operates as a unified retail operation featuring multiple integrated departments: a Butcher Shop (with heritage recipes from Schultz's Hot Dog), Seafood Department, Produce Department, Bakery (baked fresh daily), Delicatessen (featuring Boar's Head products), Beer & Wine selection, and Prepared Foods. The company also offers additional services including a Catering Menu and Sandwich Menu for events and daily dining, plus Gift Cards. This is a traditional physical retail grocery business with no technology platform or AI/ML capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Butchershop Full-service butcher department offering all-natural meats and family heritage recipes from Carl Schultze, co-founder of the Wildly Famous 'Schultz's Hot Dog', for New England consumers seeking premium cuts.
• Seafood Department Carefully selected fish and shellfish assortment including marinated fish and shrimp options, designed to deliver quality and freshness for retail customers.
• Produce Department Fresh produce bought directly from suppliers with no lag time between delivery and retail floor display, offered to local consumers seeking peak freshness.
• Bakery Scratch-made bakery items baked fresh in-house daily using premium ingredients, sold at the retail counter to walk-in customers.
• Beer & Wine Curated selection of locally brewed, well-known favorite, and seasonal beers alongside a wine range spanning full-bodied reds to refreshing whites.
• Delicatessen Premium delicatessen counter offering Boar's Head brand products, featuring whole-muscle beef, pork, and poultry with globally sourced spices.
• Prepared Foods Ready-to-eat scratch-made entrees prepared in-house for family dining, sold over the retail counter to walk-in customers.
• Catering Menu Catering services with a dedicated catering menu for events and gatherings, ordered by phone for local customers in the New England market.
• Sandwich Menu Lunch-focused sandwich menu offering various sandwich options available for in-store purchase at the deli counter.
• Gift Cards Gift cards purchased by phone, processed the next business day, and physically delivered via USPS within 5-7 days for New England customers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Boar's HeadcoreStrategic or Co-development PartnerOn The Vine has partnered with Boar's Head for their delicatessen products. Boar's Head is known for using only the finest ingredients: whole muscle beef, pork and poultry, and spices sourced from around the globe. This partnership provides OTV customers with premium deli products backed by over 115 years of brand trust.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Wegmans: Regional premium supermarket chain with strong prepared foods, bakery, deli, seafood, and butcher departments. Closest broad incumbent peer to OTV in terms of full-service gourmet format, particularly on the East Coast.
• Whole Foods Market: National premium/specialty grocery chain now owned by Amazon. Overlaps directly with OTV's gourmet, prepared foods, butcher, seafood, and bakery positioning, but operates at vastly larger scale across the U.S. and increasingly online.
• Trader Joe's: National specialty grocer with curated gourmet assortment and prepared offerings. Comparable to OTV on the gourmet and specialty positioning, but competes at much broader scale and price point.

Regional players

• Market Basket: New England grocery chain known for low prices and broad assortment, competing for the same grocery dollars in OTV's footprint. Differs on premium positioning but overlaps on full-line grocery and prepared foods.
• Jordan's Farm Stand: Scarborough, ME-based farm and farm store selling produce, prepared foods, and local goods. Closest direct competitor to OTV's Scarborough store, with overlap on local produce, prepared foods, and community-driven retail.
• Hannaford: New England-based supermarket chain operating in both NH and ME, the same states as OTV. Direct regional competitor with full-line grocery plus deli, bakery, and prepared offerings at mainstream price points.
• Shaw's: Supermarket operator with significant presence in NH and ME. Competes for mainstream grocery baskets in OTV's geographies while also offering deli, bakery, and prepared foods.

Direct peers

• Rosso's / Russo's Fresh Market: Independent gourmet market (Exeter/Stratham, NH) offering produce, deli, prepared foods, and specialty groceries. Closest local peer to OTV's Exeter store, with a directly overlapping gourmet assortment and prepared-meals focus.
• Formaggio Kitchen: Specialty food retailer with New England locations offering gourmet cheeses, meats, prepared foods, and pantry items. Comparable curated assortment and prepared/deli focus, though smaller footprint and stronger specialty-cheese identity.

Others

• Whole Foods Local Producer Program / Specialty Food Co-ops: Local natural food co-ops and specialty grocers in NH/ME (e.g., Portsmouth Health Food, New Morning Market) serve overlapping consumer demand for premium, locally-sourced grocery, deli, and prepared items in OTV's trade area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/on-the-vine-marketplace

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about On The Vine Marketplace, Llc