Earthbound Farm at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 7 new doors to enter, replicated across all 13 stores.
Lead with Celery Hearts in Celery.
Safeway stocks celery 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 celery: Safeway stocks only 6 there, so Earthbound Farm Celery Hearts stands out rather than blending in.
Safeway 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 celery shelf as a point of difference.
The full runway · across 13 stores
Every category Earthbound Farm plays in across the Bay Area grocers we track, and where it stands at Safeway. 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.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Earthbound Farm’s SKUs Safeway 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 Safeway’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. Safeway profile →
