Frantoia at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Frantoia is a distinguished brand known for its high-quality Sicilian extra virgin olive oils.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Olive Oil, Extra Virgin in Olive Oils.
Fairfax Market stocks olive oils 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.
Fairfax Market merchandises 1 of the 1 category the brand sells.
organic against the store's assortment lean.
brand excitement 50/100.
maps onto categories the store already runs.
The full runway
Every category Frantoia 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.
How it prices
Where it would price in olive oils. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Frantoia (orange) sits above the shelf.
What to bring to expand
Frantoia’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 →