Morton & Bassett Spices at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Morton & Bassett Spices is a premium American brand known for its all-natural spices and seasonings, founded in 1986 and based in Rohnert Park, California.
It’s already on the shelf here, with 57 SKUs across 36 categories. The growth is depth and breadth: 30 categories to widen and 2 new doors to enter.
Lead with Curry in Curry Powder.
Fairfax Market stocks curry powder thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is curry powder: Fairfax Market stocks only 1 there, so Morton & Bassett Spices Curry stands out rather than blending in.
Fairfax Market merchandises 48 of the 63 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 25/100.
enters a thin curry powder shelf as a point of difference.
The full runway
Every category Morton & Bassett Spices 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 4 of 7 SKUs. Room to widen the line.
On shelf here, but only 3 of 23 SKUs. Room to widen the line.
What to bring to expand
Morton & Bassett Spices’ SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf · showing 24 of 57
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 →
