Spicely Organics at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Spicely Organics is a California-based company that specializes in certified organic, gluten-free, and non-GMO spices, herbs, and seasonings.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen and 17 new doors to enter.
Lead with Cinnamon, Ground, Organic in Dried Cinnamon.
Fairfax Market stocks dried cinnamon 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 dried cinnamon: Fairfax Market stocks only 8 there, so Spicely Organics Cinnamon, Ground, Organic stands out rather than blending in.
Fairfax Market merchandises 43 of the 53 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 60/100.
enters a thin dried cinnamon shelf as a point of difference.
The full runway
Every category Spicely Organics 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 8 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
How it prices
Where it would price in dried cinnamon. Each dot is a product on the shelf, by its cost per oz (hover for which). Spicely Organics (orange) sits well above the shelf.
What to bring to expand
Spicely Organics’ 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 →
