Garofalo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 16 SKUs across 10 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with Penne Ziti Rigate in Penne Pasta.
Fairfax Market stocks penne pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 1 other Bay Area grocer.
The more differentiated opening is penne pasta: Fairfax Market stocks only 8 there, so Garofalo Penne Ziti Rigate stands out rather than blending in.
Fairfax Market merchandises 17 of the 17 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 40/100.
enters a thin penne pasta shelf as a point of difference.
The full runway
Every category Garofalo 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 2 of 3 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in penne pasta. Each dot is a product on the shelf, by its cost per oz (hover for which). Garofalo (orange) sits below the shelf.
What to bring to expand
Garofalo’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 →
