De Cecco at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
De Cecco is a prestigious Italian brand established in 1886, known for its high-quality pasta and related food products.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 3 categories to widen and 11 new doors to enter.
Lead with Fusilli No. 34 in Fusilli Pasta.
Fairfax Market stocks fusilli pasta 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 fusilli pasta: Fairfax Market stocks only 3 there, so De Cecco Fusilli No. 34 stands out rather than blending in.
Fairfax Market merchandises 21 of the 25 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 30/100.
enters a thin fusilli pasta shelf as a point of difference.
The full runway
Every category De Cecco 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 8 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
What to bring to expand
De Cecco’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 →
