Equator at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Equator Coffees is a specialty coffee roaster known for its commitment to sustainably sourced and organic coffee.
It’s already on the shelf here, with 5 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Mocha Java Blend, Whole Bean Coffee, Medium Roast, Organic in Whole Bean Coffee.
Fairfax Market stocks whole bean coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 12 other Bay Area grocers.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
maps onto categories the store already runs.
The full runway
Every category Equator 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 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
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). Equator (orange) sits above the shelf.
What to bring to expand
Equator’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 →
