Bionaturae at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bionaturae is a family-owned brand that specializes in organic Italian foods, founded in 1995 and based in North Stonington, Connecticut.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 14 new doors to enter.
Lead with Linguine, Organic, Durum Semolina in Linguine Pasta.
Fairfax Market stocks linguine pasta 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.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, 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 linguine pasta: Fairfax Market stocks only 5 there, so Bionaturae Linguine, Organic, Durum Semolina stands out rather than blending in. Lead with the linguine pasta, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 18 of the 19 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 50/100.
enters a thin linguine pasta shelf as a point of difference.
The full runway
Every category Bionaturae 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.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in linguine pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Bionaturae (orange) sits above the shelf.
What to bring to expand
Bionaturae’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 →
