From The Fields’ at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
From The Fields’: From the Fields' is an artisanal food company based in Northern California, specializing in organic granola, cereals, muesli, oatmeal, and snacks.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 9 new doors to enter.
Lead with Granola, Organic, Currant Walnut in Granola.
Fairfax Market stocks granola 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.
Fairfax Market merchandises 11 of the 11 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
maps onto categories the store already runs.
The full runway
Every category From The Fields’ 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.
How it prices
Where it would price in granola. Each dot is a product on the shelf, by its cost per oz (hover for which). From The Fields’ (orange) sits in line with the shelf.
What to bring to expand
From The Fields’’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 →
