Ancient Harvest at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Ancient Harvest is a pioneering brand in the development and marketing of gluten-free pasta alternatives and quinoa products.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Polenta Basil & Garlic in Polenta.
Fairfax Market stocks polenta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is polenta: Fairfax Market stocks only 2 there, so Ancient Harvest Polenta Basil & Garlic stands out rather than blending in.
Fairfax Market merchandises 7 of the 8 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 60/100.
enters a thin polenta shelf as a point of difference.
The full runway
Every category Ancient Harvest plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. 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.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Ancient Harvest’s SKUs Fairfax Market 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 Fairfax 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. Fairfax Market profile →
