Cal-organic at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Cal-Organic Farms is a leading American brand known for its certified organic vegetables, offering over 65 varieties of seasonal and year-round produce.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Rainbow Baby Carrots 12 oz in Baby Carrots.
Fairfax Market stocks baby carrots thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is baby carrots: Fairfax Market stocks only 1 there, so Cal-Organic Rainbow Baby Carrots 12 oz stands out rather than blending in.
Fairfax Market merchandises 6 of the 24 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin baby carrots shelf as a point of difference.
The full runway
Every category Cal-organic 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 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Cal-organic’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 →
