Field Day at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Field Day is a brand dedicated to providing a variety of organic and natural grocery products, emphasizing quality and sustainability.
It’s already on the shelf here, with 17 SKUs across 14 categories. The growth is depth and breadth: 7 categories to widen and 51 new doors to enter.
Lead with Maple Syrup, Organic in Maple Syrup.
Fairfax Market stocks maple syrup 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.
The more differentiated opening is maple syrup: Fairfax Market stocks only 4 there, so FIELD DAY Maple Syrup, Organic stands out rather than blending in.
Fairfax Market merchandises 70 of the 71 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin maple syrup shelf as a point of difference.
The full runway
Every category Field Day 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 3 of 6 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Field Day’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 →
