St. Dalfour at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
St. Dalfour is a French brand renowned for its 100% fruit spreads, which are made without refined sugar and artificial ingredients.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen.
Lead with Apricot Fruit Spread in Fruit Spreads.
Fairfax Market stocks fruit spreads 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 fruit spreads: Fairfax Market stocks only 12 there, so St. Dalfour Apricot Fruit Spread stands out rather than blending in.
Fairfax Market merchandises 2 of the 3 categories the brand sells.
non-gmo, vegan against the store's assortment lean.
brand excitement 50/100.
enters a thin fruit spreads shelf as a point of difference.
The full runway
Every category St. Dalfour 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 19 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
How it prices
Where it would price in fruit spreads. Each dot is a product on the shelf, by its cost per oz (hover for which). St. Dalfour (orange) sits in line with the shelf.
What to bring to expand
St. Dalfour’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 →
