Rancho Gordo at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Rancho Gordo is an American food company that specializes in heirloom beans and New World food products.
Rancho Gordo isn’t on Fairfax Market’s shelf yet. The opening: 9 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with French-style Green Lentil in Dried Lentils.
Fairfax Market stocks dried lentils thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 6 other Bay Area grocers.
The more differentiated opening is dried lentils: Fairfax Market stocks only 3 there, so RANCHO GORDO French-style Green Lentil stands out rather than blending in.
Fairfax Market merchandises 18 of the 24 categories the brand sells.
organic, vegetarian against the store's assortment lean.
brand excitement 70/100.
enters a thin dried lentils shelf as a point of difference.
The full runway
Every category Rancho Gordo 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
Rancho Gordo’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →
