Rumiano Cheese Company at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Rumiano Cheese Company is a family-owned dairy manufacturer that specializes in organic cheeses and butter.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 5 categories to widen and 7 new doors to enter.
Lead with Gouda Cheese in Gouda.
Fairfax Market stocks gouda 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 gouda: Fairfax Market stocks only 4 there, so Rumiano Cheese Company Gouda Cheese stands out rather than blending in.
Fairfax Market merchandises 13 of the 13 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 45/100.
enters a thin gouda shelf as a point of difference.
The full runway
Every category Rumiano 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 4 of 8 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
What to bring to expand
Rumiano 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 →
