Lundberg Family Farms at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Lundberg Family Farms is a family-owned company that specializes in organic rice and rice-based products, founded in 1937 and based in Richvale, California.
It’s already on the shelf here, with 20 SKUs across 7 categories. The growth is depth and breadth: 6 categories to widen and 3 new doors to enter.
Lead with Gourmet Wild Blend Rice in Wild Rice.
Fairfax Market stocks wild rice 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 rice cakes in real depth, 22 SKUs against a fleet median of 9, 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 wild rice: Fairfax Market stocks only 2 there, so Lundberg Family Farms Gourmet Wild Blend Rice stands out rather than blending in. Lead with the wild rice, and position the rice cakes as a finishing or gift item.
Fairfax Market merchandises 12 of the 13 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 58/100.
enters a thin wild rice shelf as a point of difference.
The full runway
Every category Lundberg Family Farms 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 10 of 22 SKUs. Room to widen the line.
On shelf here, but only 3 of 6 SKUs. Room to widen the line.
What to bring to expand
Lundberg Family Farms’ 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 →
