Cento at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Cento is a brand specializing in canned tomato products, known for its authentic Italian offerings such as San Marzano tomatoes.
It’s already on the shelf here, with 10 SKUs across 6 categories. The growth is depth and breadth: 5 categories to widen and 12 new doors to enter.
Lead with Italian Style Whole Peeled Tomatoes in Canned Whole Tomatoes.
Fairfax Market stocks canned whole tomatoes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is canned whole tomatoes: Fairfax Market stocks only 6 there, so Cento Italian Style Whole Peeled Tomatoes stands out rather than blending in.
Fairfax Market merchandises 24 of the 26 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin canned whole tomatoes shelf as a point of difference.
The full runway
Every category Cento 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 2 of 6 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Cento’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 →
