Divina at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Divina is a gourmet brand that specializes in Mediterranean-inspired food products, particularly olives, antipasti, and spreads.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 12 new doors to enter.
Lead with Organic Greek Olive Mix in Fresh Olive Bar.
Fairfax Market stocks fresh olive bar 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 fresh olive bar: Fairfax Market stocks only 3 there, so Divina Organic Greek Olive Mix stands out rather than blending in.
Fairfax Market merchandises 18 of the 25 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin fresh olive bar shelf as a point of difference.
The full runway
Every category Divina 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 3 of 16 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Divina’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 →
