Bob's Red Mill at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Bob's Red Mill is a renowned American brand known for its whole-grain foods, founded in 1978 by Bob and Charlee Moore.
It’s already on the shelf here, with 76 SKUs across 42 categories. The growth is depth and breadth: 25 categories to widen and 4 new doors to enter.
Lead with Quinoa, Organic in Quinoa.
Fairfax Market stocks quinoa 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.
The more differentiated opening is quinoa: Fairfax Market stocks only 1 there, so Bob's Red Mill Quinoa, Organic stands out rather than blending in.
Fairfax Market merchandises 50 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin quinoa shelf as a point of difference.
The full runway
Every category Bob's Red Mill 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 8 of 17 SKUs. Room to widen the line.
What to bring to expand
Bob's Red Mill’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 76
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 →
