Sun-maid at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Sun-Maid is a well-established brand known for its dried fruits and bread products, particularly its iconic California Sun-Dried Raisins and Cinnamon Swirl Raisin Bread.
It’s already on the shelf here, with 7 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen.
Lead with California Whole Pitted Prunes in Dried Prunes.
Fairfax Market stocks dried prunes 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 prunes: Fairfax Market stocks only 4 there, so Sun-Maid California Whole Pitted Prunes stands out rather than blending in.
Fairfax Market merchandises 4 of the 6 categories the brand sells.
non-gmo, organic, vegetarian against the store's assortment lean.
brand excitement 35/100.
enters a thin dried prunes shelf as a point of difference.
The full runway
Every category Sun-maid 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 5 of 13 SKUs. Room to widen the line.
On shelf here, but only 1 of 2 SKUs. Room to widen the line.
What to bring to expand
Sun-maid’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 →
