Equal Exchange at Target
Target is a discount independent running 6 Bay Area stores, indexing high on clean-organic versus other Bay Area grocers.
Equal Exchange is a brand that specializes in fairly traded and organic products, including coffee, chocolate, tea, and snacks.
Equal Exchange isn’t on Target’s shelf yet in any of its 6 stores. The opening: 6 categories where the shelf is already deep and the brand runs strong elsewhere.
Target merchandises 8 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 · across 6 stores
Every category Equal Exchange plays in across the Bay Area grocers we track, and where it stands at Target. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in whole bean 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 land
Equal Exchange’s SKUs Target doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Presence and depth are measured from Target’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. Target profile →
