Olli Salumeria at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Olli Salumeria is a brand specializing in artisanal, slow-cured meats, particularly salami, crafted using traditional Italian recipes passed down through four generations.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 3 new doors to enter.
Lead with Sopressata Salami and Cheddar Charcuterie Snack Pack in Snack Packs.
Fairfax Market stocks snack packs 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 snack packs: Fairfax Market stocks only 8 there, so Olli Salumeria Sopressata Salami and Cheddar Charcuterie Snack Pack stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 65/100.
enters a thin snack packs shelf as a point of difference.
The full runway
Every category Olli Salumeria 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 3 of 5 SKUs. Room to widen the line.
What to bring to expand
Olli Salumeria’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 →
