Blue Hill Bay at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Blue Hill Bay is a premium seafood brand known for its wild-caught smoked salmon, pickled herring, and smoked fish spreads.
Blue Hill Bay isn’t on Fairfax Market’s shelf yet. The opening: 3 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Wild Caught Herring in Wine Sauce in Canned Herring.
Fairfax Market stocks canned herring 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 canned herring: Fairfax Market stocks only 4 there, so Blue Hill Bay Wild Caught Herring in Wine Sauce stands out rather than blending in.
Fairfax Market merchandises 3 of the 4 categories the brand sells.
wild-caught against the store's assortment lean.
brand excitement 45/100.
enters a thin canned herring shelf as a point of difference.
The full runway
Every category Blue Hill Bay 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Blue Hill Bay’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
