Kerrygold at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Kerrygold is a premium dairy brand known for its high-quality butter and cheese products, established in 1962 by the Irish Dairy Board.
It’s already on the shelf here, with 6 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 3 new doors to enter.
Lead with Irish Grass-fed Dubliner Cheese in Dubliner.
Fairfax Market stocks dubliner 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 dubliner: Fairfax Market stocks only 1 there, so Kerrygold Irish Grass-fed Dubliner Cheese stands out rather than blending in.
Fairfax Market merchandises 8 of the 12 categories the brand sells.
grass-fed against the store's assortment lean.
brand excitement 55/100.
enters a thin dubliner shelf as a point of difference.
The full runway
Every category Kerrygold 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 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 5 SKUs. Room to widen the line.
What to bring to expand
Kerrygold’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 →
