Fishwife at Pacific Market
Pacific Market is a specialty independent running 2 Bay Area stores.
Fishwife is a woman-founded and led brand specializing in premium, ethically sourced tinned seafood.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 1 category to widen and 3 new doors to enter, replicated across all 2 stores.
Lead with Sardines with Hot Pepper in Canned Sardines.
Pacific Market stocks canned sardines thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 5 other Bay Area grocers.
The more differentiated opening is canned sardines: Pacific Market stocks only 7 there, so Fishwife Sardines with Hot Pepper stands out rather than blending in.
Pacific Market merchandises 6 of the 7 categories the brand sells.
keto against the store's assortment lean.
brand excitement 85/100.
enters a thin canned sardines shelf as a point of difference.
The full runway · across 2 stores
Every category Fishwife plays in across the Bay Area grocers we track, and where it stands at Pacific 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 2 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in canned sardines. Each dot is a product on the shelf, by its cost per oz (hover for which). Fishwife (orange) sits well above the shelf.
What to bring to expand
Fishwife’s SKUs Pacific 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 Pacific 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. Pacific Market profile →
