Justin's at Bi-Rite Market
Bi-Rite Market is a specialty independent running 5 Bay Area stores, small-format at about 2,881 sq ft each, indexing high on better-for-you versus other Bay Area grocers.
Justin's is an American brand known for its natural and organic nut butters and confections, founded in 2004 in Boulder, Colorado.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter, replicated across all 5 stores.
Lead with Classic Peanut Butter Squeeze Pack in Peanut Butter.
Bi-Rite Market stocks peanut butter thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is peanut butter: Bi-Rite Market stocks only 10 there, so Justin's Classic Peanut Butter Squeeze Pack stands out rather than blending in.
Bi-Rite Market merchandises 5 of the 7 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 70/100.
enters a thin peanut butter shelf as a point of difference.
The full runway · across 5 stores
Every category Justin's plays in across the Bay Area grocers we track, and where it stands at Bi-Rite 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 15 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
How it prices
Where it would price in peanut butter. Each dot is a product on the shelf, by its cost per oz (hover for which). Justin's (orange) sits below the shelf.
What to bring to expand
Justin's’ SKUs Bi-Rite Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
How to get on the shelf · Bi-Rite Market
enriched 2026-09-05Bi-Rite Market, as a specialty retailer, typically sources products directly from vendors, focusing on quality and local ingredients. The realistic first step for emerging brands is to submit their product through Bi-Rite's dedicated vendor/supplier form, which allows you to present your offerings directly to their team. When approaching Bi-Rite, emphasize your commitment to sustainability, local sourcing, and unique flavors, as these align with their values. Bi-Rite looks for products that enhance their curated assortment, particularly those that are housemade or feature high-quality, responsibly sourced ingredients. Highlighting your brand's story and how it complements their mission can significantly increase your chances of being considered for their shelves.
Vendor submission page ↗Presence and depth are measured from Bi-Rite 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. Bi-Rite Market profile →
