La Tortilla Factory at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
La Tortilla Factory is a family-owned brand known for its innovative and health-conscious tortillas, catering to various dietary needs since 1977.
It’s already on the shelf here, with 10 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with 5.5" Handmade White Corn & Wheat Tortillas in Corn Tortillas.
Fairfax Market stocks corn tortillas 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.
Fairfax Market carries flour tortillas in real depth, 27 SKUs against a fleet median of 10, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf.
Fairfax Market merchandises 5 of the 7 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 55/100.
the categories it plays in are already deep here.
The full runway
Every category La Tortilla Factory 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 6 of 11 SKUs. Room to widen the line.
On shelf here, but only 4 of 7 SKUs. Room to widen the line.
What to bring to expand
La Tortilla Factory’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 →
