David at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
David is a nutrition brand that focuses on high-protein, low-calorie snack bars, founded in 2024 by Peter Rahal and Zach Ranen in New York, USA.
It’s already on the shelf here, with 4 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Reduced Sodium Salted and Roasted Jumbo Sunflower Seeds Keto Friendly Snack in Sunflower Seeds.
Fairfax Market stocks sunflower seeds thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.
The more differentiated opening is sunflower seeds: Fairfax Market stocks only 6 there, so DAVID Reduced Sodium Salted and Roasted Jumbo Sunflower Seeds Keto Friendly Snack stands out rather than blending in.
Fairfax Market merchandises 7 of the 11 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin sunflower seeds shelf as a point of difference.
The full runway
Every category David 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 3 of 7 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
How it prices
Where it would price in sunflower seeds. Each dot is a product on the shelf, by its cost per oz (hover for which). David (orange) sits in line with the shelf.
What to bring to expand
David’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 →
