Melt Organic at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Melt Organic isn’t on Fairfax Market’s shelf yet. The opening: 1 category where the shelf is already deep and the brand runs strong elsewhere.
Lead with Plant Butter in Non-Butter Oil Spreads.
Fairfax Market stocks non-butter oil spreads thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 7 other Bay Area grocers.
The more differentiated opening is non-butter oil spreads: Fairfax Market stocks only 6 there, so Melt Organic Plant Butter stands out rather than blending in.
Fairfax Market merchandises 1 of the 1 category the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 65/100.
enters a thin non-butter oil spreads shelf as a point of difference.
The full runway
Every category Melt Organic 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
How it prices
Where it would price in non-butter oil spreads. Each dot is a product on the shelf, by its cost per oz (hover for which). Melt Organic (orange) sits below the shelf.
What to bring to land
Melt Organic’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
