Organic Valley® at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Organic Valley®: Organic Valley is the largest farmer-owned organic cooperative in North America, specializing in a wide range of organic food products.
It’s already on the shelf here, with 2 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 27 new doors to enter.
Lead with Stringles Bluey Organic Mozzarella String Cheese Sticks in String And Stick Cheese.
Fairfax Market stocks string and stick cheese 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.
The more differentiated opening is string and stick cheese: Fairfax Market stocks only 3 there, so Organic Valley® Stringles Bluey Organic Mozzarella String Cheese Sticks stands out rather than blending in.
Fairfax Market merchandises 32 of the 35 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 60/100.
enters a thin string and stick cheese shelf as a point of difference.
The full runway
Every category Organic Valley® 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 1 of 3 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
Organic Valley®’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 →
