Applegate at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Applegate is a U.S.-based brand known for its natural and organic meat products, founded in 1987 and headquartered in New Jersey.
It’s already on the shelf here, with 20 SKUs across 10 categories. The growth is depth and breadth: 8 categories to widen and 7 new doors to enter.
Lead with Smoked Turkey Breast Sliced in Deli Turkey.
Fairfax Market stocks deli turkey 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 deli turkey: Fairfax Market stocks only 6 there, so Applegate Smoked Turkey Breast Sliced stands out rather than blending in.
Fairfax Market merchandises 21 of the 25 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin deli turkey shelf as a point of difference.
The full runway
Every category Applegate 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 3 of 15 SKUs. Room to widen the line.
On shelf here, but only 3 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in deli turkey. Each dot is a product on the shelf, by its cost per oz (hover for which). Applegate (orange) sits in line with the shelf.
What to bring to expand
Applegate’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 →
