Dole at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Dole is a renowned brand specializing in fresh fruits and fruit-based products, including packaged fruit snacks and a variety of juices.
It’s already on the shelf here, with 17 SKUs across 9 categories. The growth is depth and breadth: 4 categories to widen and 5 new doors to enter.
Lead with Chopped Dates, Gluten Free in Dried Dates.
Fairfax Market stocks dried dates 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.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is dried dates: Fairfax Market stocks only 1 there, so Dole Chopped Dates, Gluten Free stands out rather than blending in. Lead with the dried dates, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 15 of the 21 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 25/100.
enters a thin dried dates shelf as a point of difference.
The full runway
Every category Dole 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 6 of 17 SKUs. Room to widen the line.
On shelf here, but only 3 of 12 SKUs. Room to widen the line.
What to bring to expand
Dole’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 →
