Edward & Sons at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Edward & Sons is a family-owned, women-led company that specializes in natural and organic vegetarian foods.
It’s already on the shelf here, with 5 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 5 new doors to enter.
Lead with Breadcrumbs, Organic, Lightly Salted in Bread Crumbs.
Fairfax Market stocks bread crumbs thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is bread crumbs: Fairfax Market stocks only 8 there, so Edward & Sons Breadcrumbs, Organic, Lightly Salted stands out rather than blending in.
Fairfax Market merchandises 10 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin bread crumbs shelf as a point of difference.
The full runway
Every category Edward & Sons 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 3 SKUs. Room to widen the line.
On shelf here, but only 1 of 7 SKUs. Room to widen the line.
How it prices
Where it would price in bread crumbs. Each dot is a product on the shelf, by its cost per oz (hover for which). Edward & Sons (orange) sits well above the shelf.
What to bring to expand
Edward & Sons’ 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 →
