Reading the shelf…

Shelf playbook

Garofalo at Sprouts Farmers Market

Sprouts Farmers Market is a natural independent running 1 Bay Area store, mid-size at about 20,322 sq ft each, indexing high on clean-organic versus other Bay Area grocers.

Garofalo isn’t on Sprouts Farmers Market’s shelf yet. The opening: 16 categories where the shelf is already deep and the brand runs strong elsewhere.

◆ The wedge · where to start

Lead with Linguine La Pasta Di Gragnano Presso Napoli in Linguine Pasta.

Sprouts Farmers Market stocks linguine pasta thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 3 other Bay Area grocers.

Sprouts Farmers Market carries boxed pasta meals & sides in real depth, 63 SKUs against a fleet median of 14.5, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is linguine pasta: Sprouts Farmers Market stocks only 3 there, so Garofalo Linguine La Pasta Di Gragnano Presso Napoli stands out rather than blending in. Lead with the linguine pasta, and position the boxed pasta meals & sides as a finishing or gift item.

opportunity / 100

Category fit · 35%100

Sprouts Farmers Market merchandises 17 of the 17 categories the brand sells.

Values match · 25%100

non-gmo, organic, vegan against the store's assortment lean.

Brand pull · 25%40

brand excitement 40/100.

White space · 15%100

enters a thin linguine 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 Sprouts Farmers Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.

Spaghetti PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 17 SKUs (fleet median 13)Garofalo here 0/3

up against: delallo 5, sprouts 5, bionaturae 2, rao's 2, miracle noodle 1

Farfalle PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

What to bring to land

Garofalo’s SKUs Sprouts Farmers Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.

Garofalo Pappardelle

$4.49$0.28/ozat 6 grocers

Garofalo Penne Ziti Rigate

$3.39$0.21/ozat 6 grocers

Garofalo Orecchiette

$3.39$0.21/ozat 5 grocers

Presence and depth are measured from Sprouts Farmers 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. Sprouts Farmers Market profile →

Sprouts Farmers Market depth 6 SKUs (fleet median 3)

up against: delallo 2, sprouts 2, jovial 1, rummo 1

Grain-free PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 8 SKUs (fleet median 5.5)Garofalo here 0/3

up against: banza 3, jovial 2, veggiecraft farms 2, rummo 1

Penne PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 17 SKUs (fleet median 8)Garofalo here 0/3

up against: jovial 3, sprouts 3, bionaturae 2, goodles 2, banza 1

Shell PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 4)Garofalo here 0/3

up against: sprouts 2, delallo 1, di martino 1, rummo 1

Frozen Pasta MealsEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 31 SKUs (fleet median 32)Garofalo here 0/2

up against: rao's 9, beecher's handmade cheese 4, scott & jon's 4, cappello's 3, sprouts 3

Fusilli PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 10 SKUs (fleet median 6.5)Garofalo here 0/1

up against: jovial 2, rummo 2, bionaturae 1, brami 1, de cecco 1

Shaped PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 3)Garofalo here 0/1

up against: alb-gold 2, delallo 1, giadzy 1, jovial 1

Linguine PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 3 SKUs (fleet median 5)Garofalo here 0/1

up against: de cecco 1, rummo 1, sprouts 1

Orzo PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 2)Garofalo here 0/1

up against: delallo 2, jovial 1, rummo 1, sprouts 1

Other PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 12 SKUs (fleet median 6)Garofalo here 0/1

up against: brami 2, goodles 2, rummo 2, sprouts 2, delallo 1

Angel Hair PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 3)Garofalo here 0/1

up against: sprouts 2, banza 1, delallo 1, it's that simple 1

Boxed Pasta Meals & SidesEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 63 SKUs (fleet median 14.5)Garofalo here 0/1

up against: annie's 24, goodles 17, banza 6, daiya 6, jovial 3

Elbow PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 4)Garofalo here 0/1

up against: rummo 3, sprouts 2, jovial 1

Fettuccine PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 5 SKUs (fleet median 7)Garofalo here 0/1

up against: sprouts 2, egglife 1, miracle noodle 1, rummo 1

Rigatoni PastaEnter

Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.

Sprouts Farmers Market depth 6 SKUs (fleet median 5)Garofalo here 0/1

up against: rummo 2, banza 1, bionaturae 1, de cecco 1, rao's 1

Cavatappi PastaThin shelf

The store barely carries this category, so it is a hard sell.

Sprouts Farmers Market depth 2 SKUs (fleet median 1.5)Garofalo here 0/1

up against: delallo 1, goodles 1