Califia Farms at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Califia Farms is a Los Angeles-based company specializing in plant-based dairy alternatives, including almond and oat milks, creamers, and ready-to-drink coffees.
It’s already on the shelf here, with 10 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 5 new doors to enter.
Lead with Organic Oat Milk in Oat Milk.
Fairfax Market stocks oat milk thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
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.
Fairfax Market merchandises 10 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 75/100.
the categories it plays in are already deep here.
The full runway
Every category Califia Farms 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 6 of 12 SKUs. Room to widen the line.
How it prices
Where it would price in oat milk. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Califia Farms (orange) sits above the shelf.
What to bring to expand
Califia Farms’ 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 →
