Point Reyes Farmstead Cheese Company at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Point Reyes Farmstead Cheese Company is an artisanal cheese producer located in Point Reyes Station, California, founded in 2000 by the Giacomini family.
It’s already on the shelf here, with 3 SKUs across 2 categories. The growth is depth and breadth: 2 categories to widen and 2 new doors to enter.
Lead with Point Reyes Cheese Co. Blue Cheese in Blue Cheese.
Fairfax Market stocks blue 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 blue cheese: Fairfax Market stocks only 4 there, so Point Reyes Cheese Co. Blue Cheese stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
organic against the store's assortment lean.
brand excitement 70/100.
enters a thin blue cheese shelf as a point of difference.
The full runway
Every category Point Reyes Farmstead Cheese Company 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 2 of 10 SKUs. Room to widen the line.
On shelf here, but only 1 of 6 SKUs. Room to widen the line.
What to bring to expand
Point Reyes Farmstead Cheese Company’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 →
