Del Real at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Del Real is a grocery brand specializing in dried fruits and desserts, with a focus on organic products.
It’s already on the shelf here, with 8 SKUs across 6 categories. The growth is depth and breadth: 3 categories to widen.
Lead with Carnitas in Other Prepared Pork.
Fairfax Market stocks other prepared pork thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is other prepared pork: Fairfax Market stocks only 1 there, so Del Real Carnitas stands out rather than blending in.
Fairfax Market merchandises 9 of the 9 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin other prepared pork shelf as a point of difference.
The full runway
Every category Del Real 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 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 Real’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 →
