Del Cabo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Del Cabo is a brand under Jacobs Farm del Cabo, specializing in organic produce, particularly tomatoes and vegetables.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Mixed Medley Cherry Tomatoes in Cherry Tomatoes.
Fairfax Market stocks cherry tomatoes 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 cherry tomatoes: Fairfax Market stocks only 1 there, so del Cabo Mixed Medley Cherry Tomatoes stands out rather than blending in.
Fairfax Market merchandises 2 of the 7 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 50/100.
enters a thin cherry tomatoes shelf as a point of difference.
The full runway
Every category Del Cabo 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 3 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
Del Cabo’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 →
