Straus Family Creamery at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Straus Family Creamery is a pioneering certified organic dairy company based in Petaluma, California, established in 1994 as the first 100% certified organic creamery in the United States.
It’s already on the shelf here, with 18 SKUs across 9 categories. The growth is depth and breadth: 5 categories to widen and 2 new doors to enter.
Lead with Organic Half & Half in Half & Half.
Fairfax Market stocks half & half 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 half & half: Fairfax Market stocks only 6 there, so Straus Family Creamery Organic Half & Half stands out rather than blending in.
Fairfax Market merchandises 11 of the 12 categories the brand sells.
grass-fed, non-gmo, organic against the store's assortment lean.
brand excitement 55/100.
enters a thin half & half shelf as a point of difference.
The full runway
Every category Straus Family Creamery 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 8 of 21 SKUs. Room to widen the line.
On shelf here, but only 3 of 4 SKUs. Room to widen the line.
How it prices
Where it would price in half & half. Each dot is a product on the shelf, by its cost per fl oz (hover for which). Straus Family Creamery (orange) sits well above the shelf.
What to bring to expand
Straus Family Creamery’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 →
