Native Forest at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Native Forest is a brand that specializes in organic canned fruits, vegetables, and tropical specialties, known for its commitment to sustainability and ethical sourcing.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 3 new doors to enter.
Lead with Quartered Artichoke Hearts in Canned Artichokes.
Fairfax Market stocks canned artichokes 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.
The more differentiated opening is canned artichokes: Fairfax Market stocks only 6 there, so Native Forest Quartered Artichoke Hearts stands out rather than blending in.
Fairfax Market merchandises 12 of the 14 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin canned artichokes shelf as a point of difference.
The full runway
Every category Native Forest 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 1 of 4 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in canned artichokes. Each dot is a product on the shelf, by its cost per oz (hover for which). Native Forest (orange) sits in line with the shelf.
What to bring to expand
Native Forest’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 →
