Clover Farms at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Clover Farms is a privately owned dairy company based in Reading, Pennsylvania, established in 1937.
It’s already on the shelf here, with 11 SKUs across 8 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Reduced Fat Cultured Buttermilk in Buttermilk.
Fairfax Market stocks buttermilk 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 buttermilk: Fairfax Market stocks only 2 there, so Clover Farms Reduced Fat Cultured Buttermilk stands out rather than blending in.
Fairfax Market merchandises 9 of the 10 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 35/100.
enters a thin buttermilk shelf as a point of difference.
The full runway
Every category Clover 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 1 of 2 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
Clover 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 →
