Field Roast at Community Market CA
Community Market CA is a independent grocer running 1 Bay Area store.
Field Roast is a Seattle-based company known for its artisanal plant-based meats and cheeses, founded in 1997.
It’s already on the shelf here, with 9 SKUs across 6 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Deli Slices, Plant-Based, Smoked Tomato in Vegetarian Deli Meat Substitutes.
Community Market CA stocks vegetarian deli meat substitutes thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Community Market CA carries cheese alternatives in real depth, 30 SKUs against a fleet median of 13, 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 vegetarian deli meat substitutes: Community Market CA stocks only 5 there, so Field Roast Deli Slices, Plant-Based, Smoked Tomato stands out rather than blending in. Lead with the vegetarian deli meat substitutes, and position the cheese alternatives as a finishing or gift item.
Community Market CA merchandises 11 of the 13 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 75/100.
enters a thin vegetarian deli meat substitutes shelf as a point of difference.
The full runway
Every category Field Roast 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 4 of 6 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in vegetarian deli meat substitutes. Each dot is a product on the shelf, by its cost per oz (hover for which). Field Roast (orange) sits in line with the shelf.
What to bring to expand
Field Roast’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 →
