Organic Girl at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Organic Girl: Organicgirl is a premium organic food company founded in 2007, specializing in fresh greens and salad dressings.
It’s already on the shelf here, with 9 SKUs across 4 categories. The growth is depth and breadth: 3 categories to widen and 1 new door to enter.
Lead with Super Spinach Greens in Spinach.
Fairfax Market stocks spinach thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 8 other Bay Area grocers.
The more differentiated opening is spinach: Fairfax Market stocks only 4 there, so Organic Girl Super Spinach Greens stands out rather than blending in.
Fairfax Market merchandises 6 of the 9 categories the brand sells.
non-gmo, organic against the store's assortment lean.
brand excitement 65/100.
enters a thin spinach shelf as a point of difference.
The full runway
Every category Organic Girl 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 6 of 13 SKUs. Room to widen the line.
On shelf here, but only 1 of 3 SKUs. Room to widen the line.
What to bring to expand
Organic Girl’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 →
