Equal Exchange at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Equal Exchange is a brand that specializes in fairly traded and organic products, including coffee, chocolate, tea, and snacks.
It’s already on the shelf here, with 14 SKUs across 7 categories. The growth is depth and breadth: 4 categories to widen and 3 new doors to enter.
Lead with Coffee, Organic, Ground, Dark, French Roast in Ground Coffee.
Community Market CA stocks ground coffee 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.
Community Market CA merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
maps onto categories the store already runs.
The full runway
Every category Equal Exchange plays in across the Bay Area grocers we track, and where it stands at Community Market CA. 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 5 of 14 SKUs. Room to widen the line.
On shelf here, but only 2 of 10 SKUs. Room to widen the line.
How it prices
Where it would price in ground coffee. Each dot is a product on the shelf, by its cost per oz (hover for which). Equal Exchange (orange) sits in line with the shelf.
What to bring to expand
Equal Exchange’s SKUs Community Market CA 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 Community Market CA’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. Community Market CA profile →
