Simply Organic at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Simply Organic is a brand dedicated to providing certified organic spices, seasonings, and baking flavors.
It’s already on the shelf here, with 8 SKUs across 5 categories. The growth is depth and breadth: 3 categories to widen and 19 new doors to enter.
Lead with Vanilla Extract, Pure Madagascar in Vanilla Extract.
Fairfax Market stocks vanilla extract 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.
Fairfax Market carries dip and sauce mixes in real depth, 19 SKUs against a fleet median of 6, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is vanilla extract: Fairfax Market stocks only 4 there, so Simply Organic Vanilla Extract, Pure Madagascar stands out rather than blending in. Lead with the vanilla extract, and position the dip and sauce mixes as a finishing or gift item.
Fairfax Market merchandises 39 of the 46 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin vanilla extract shelf as a point of difference.
The full runway
Every category Simply Organic 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 12 SKUs. Room to widen the line.
On shelf here, but only 1 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in vanilla extract. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Simply Organic (orange) sits in line with the shelf.
What to bring to expand
Simply Organic’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 →
