Terra at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Terra Andes specializes in premium raw honey sourced from the pristine regions of Chilean Patagonia.
It’s already on the shelf here, with 3 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Sweets & Beets No Salt Added Real Vegetable Chips in Vegetable Chips.
Fairfax Market stocks vegetable chips thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 9 other Bay Area grocers.
The more differentiated opening is vegetable chips: Fairfax Market stocks only 13 there, so TERRA Sweets & Beets No Salt Added Real Vegetable Chips stands out rather than blending in.
Fairfax Market merchandises 3 of the 3 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 45/100.
enters a thin vegetable chips shelf as a point of difference.
The full runway
Every category Terra 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 3 of 9 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 vegetable chips. Each dot is a product on the shelf, by its cost per oz (hover for which). Terra (orange) sits in line with the shelf.
What to bring to expand
Terra’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 →
