Martinelli's at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Martinelli's, the brand name of S. Martinelli & Company, is renowned for its premium apple juices and sparkling ciders.
It’s already on the shelf here, with 7 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Fairfax Market merchandises 3 of the 5 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 40/100.
maps onto categories the store already runs.
The full runway
Every category Martinelli's 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 5 of 16 SKUs. Room to widen the line.
On shelf here, but only 2 of 13 SKUs. Room to widen the line.
What to bring to expand
Martinelli'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 →
