Columbus at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Columbus Craft Meats is a renowned American food processing company that specializes in premium Italian-style salami and deli meats.
It’s already on the shelf here, with 13 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Prosciutto Panino, 3.9 oz Pack in Meat Cheese Combos And Trays.
Fairfax Market stocks meat cheese combos and trays thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is meat cheese combos and trays: Fairfax Market stocks only 2 there, so Columbus Prosciutto Panino, 3.9 oz Pack stands out rather than blending in.
Fairfax Market merchandises 11 of the 13 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 45/100.
enters a thin meat cheese combos and trays shelf as a point of difference.
The full runway
Every category Columbus 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 8 of 21 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
Columbus’ 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 →
