Farmer John at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Pork Sausage Links, Maple in Breakfast Sausage.
Fairfax Market stocks breakfast sausage 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.
Fairfax Market carries sliced bacon in real depth, 12 SKUs against a fleet median of 6, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is breakfast sausage: Fairfax Market stocks only 7 there, so Farmer John Pork Sausage Links, Maple stands out rather than blending in. Lead with the breakfast sausage, and position the sliced bacon as a finishing or gift item.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 40/100.
enters a thin breakfast sausage shelf as a point of difference.
The full runway
Every category Farmer John 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 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
Farmer John’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 →
