Numi at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Numi Organic Tea is a California-based company that specializes in organic and Fair Trade certified teas and herbal blends.
It’s already on the shelf here, with 8 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Fairfax Market merchandises 1 of the 2 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 65/100.
maps onto categories the store already runs.
The full runway
Every category Numi 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 28 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Numi’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 →
