Chosen Foods at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Chosen Foods is a brand that specializes in avocado oil and avocado oil-based products.
It’s already on the shelf here, with 6 SKUs across 6 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Lead with Lemon Garlic Dressing & Marinade in Other Dressing.
Fairfax Market stocks other dressing 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 other dressing: Fairfax Market stocks only 2 there, so Chosen Foods Lemon Garlic Dressing & Marinade stands out rather than blending in.
Fairfax Market merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 70/100.
enters a thin other dressing shelf as a point of difference.
The full runway
Every category Chosen Foods 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 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Chosen Foods’ 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 →
