Earthbound Farm at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Earthbound Farm is a prominent American producer of organic salads, fruits, and vegetables, founded in 1984 in Carmel Valley, California.
It’s already on the shelf here, with 7 SKUs across 4 categories. The growth is depth and breadth: 4 categories to widen and 9 new doors to enter.
Lead with Organic Baby Arugula in Arugula.
Fairfax Market stocks arugula 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 arugula: Fairfax Market stocks only 3 there, so Earthbound Farm Organic Baby Arugula stands out rather than blending in.
Fairfax Market merchandises 19 of the 27 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 62/100.
enters a thin arugula shelf as a point of difference.
The full runway
Every category Earthbound Farm 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 2 of 13 SKUs. Room to widen the line.
On shelf here, but only 2 of 4 SKUs. Room to widen the line.
What to bring to expand
Earthbound Farm’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 →
