Nature's Own at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Nature's Own is a bakery brand known for its commitment to producing Non-GMO Project Verified breads with simple, clean ingredients.
It’s already on the shelf here, with 7 SKUs across 5 categories. The growth is depth and breadth: 2 categories to widen and 4 new doors to enter.
Lead with 100% Whole Wheat Bread in Whole Wheat Bread.
Fairfax Market stocks whole wheat bread 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 white bread in real depth, 17 SKUs against a fleet median of 8.5, 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 whole wheat bread: Fairfax Market stocks only 8 there, so Nature's Own 100% Whole Wheat Bread stands out rather than blending in. Lead with the whole wheat bread, and position the white bread as a finishing or gift item.
Fairfax Market merchandises 9 of the 10 categories the brand sells.
non-gmo against the store's assortment lean.
brand excitement 40/100.
enters a thin whole wheat bread shelf as a point of difference.
The full runway
Every category Nature's Own 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 2 of 4 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
How it prices
Where it would price in whole wheat bread. Each dot is a product on the shelf, by its cost per oz (hover for which). Nature's Own (orange) sits in line with the shelf.
What to bring to expand
Nature's Own’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 →
