Field Roast at Fairfax Market
Fairfax Market 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 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 6 new doors to enter.
Lead with Celebration Roast, Sage & Garlic, Plant-Based in Vegetarian Deli Meat Substitutes.
Fairfax Market 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 6 other Bay Area grocers.
The more differentiated opening is vegetarian deli meat substitutes: Fairfax Market stocks only 3 there, so Field Roast Celebration Roast, Sage & Garlic, Plant-Based stands out rather than blending in.
Fairfax Market 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 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 5 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Field Roast’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 →
