Near East at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Near East® is a brand known for its grain-based food products, including rice pilafs and couscous, founded in 1962 by Armenian immigrants in Worcester, Massachusetts.
It’s already on the shelf here, with 10 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 1 new door to enter.
Lead with Basil & Herb Pearled Couscous Mix in Couscous.
Fairfax Market stocks couscous thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
The more differentiated opening is couscous: Fairfax Market stocks only 3 there, so Near East Basil & Herb Pearled Couscous Mix stands out rather than blending in.
Fairfax Market merchandises 5 of the 5 categories the brand sells.
non-gmo, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin couscous shelf as a point of difference.
The full runway
Every category Near East 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 8 of 14 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Near East’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 →
