High Ground at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
High Ground isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Highground Organic Instant Coffee in Instant Coffee.
Fairfax Market stocks instant coffee thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
Fairfax Market carries sparkling water in real depth, 109 SKUs against a fleet median of 46.5, 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 instant coffee: Fairfax Market stocks only 7 there, so Highground Organic Instant Coffee stands out rather than blending in. Lead with the instant coffee, and position the sparkling water as a finishing or gift item.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
organic against the store's assortment lean.
brand excitement 55/100.
enters a thin instant coffee shelf as a point of difference.
The full runway
Every category High Ground 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
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
High Ground’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
