Diamond at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Diamond Crystal Salt Co. is a renowned brand specializing in kosher salt, known for its distinctive flake crystals crafted using the Alberger® process.
It’s already on the shelf here, with 8 SKUs across 4 categories. The growth is depth and breadth: 2 categories to widen.
Lead with Walnuts, Chopped in Walnuts.
Fairfax Market stocks walnuts 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 walnuts: Fairfax Market stocks only 6 there, so Diamond Walnuts, Chopped stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 30/100.
enters a thin walnuts shelf as a point of difference.
The full runway
Every category Diamond 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.
What to bring to expand
Diamond’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 →
