Harmless Harvest at Falletti Foods
Falletti Foods is a conventional independent running 1 Bay Area store, indexing high on clean-organic versus other Bay Area grocers.
Harmless Harvest is a brand specializing in organic coconut-based products, known for its distinctive pink coconut water.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Organic Coconut Water in Coconut Water.
Falletti Foods stocks coconut water thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is coconut water: Falletti Foods stocks only 5 there, so Harmless Harvest Organic Coconut Water stands out rather than blending in.
Falletti Foods merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 85/100.
enters a thin coconut water shelf as a point of difference.
The full runway
Every category Harmless Harvest plays in across the Bay Area grocers we track, and where it stands at Falletti Foods. 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 12 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 coconut water. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Harmless Harvest (orange) sits well above the shelf.
What to bring to expand
Harmless Harvest’s SKUs Falletti Foods 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 Falletti Foods’ 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. Falletti Foods profile →
