Del Monte at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Del Monte is a well-known brand specializing in canned vegetables and fruits. Their product line includes items such as canned corn, green beans, and premium pineapple.
It’s already on the shelf here, with 17 SKUs across 11 categories. The growth is depth and breadth: 10 categories to widen and 5 new doors to enter.
Lead with Sunfresh Pink Grapefruit Slices in Canned Grapefruit.
Fairfax Market stocks canned grapefruit 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 canned grapefruit: Fairfax Market stocks only 1 there, so Del Monte Sunfresh Pink Grapefruit Slices stands out rather than blending in.
Fairfax Market merchandises 23 of the 28 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin canned grapefruit shelf as a point of difference.
The full runway
Every category Del Monte 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 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 2 of 18 SKUs. Room to widen the line.
What to bring to expand
Del Monte’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 →
