The Food Mill at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
The Food Mill isn’t on Fairfax Market’s shelf yet. The opening: 2 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with Roasted Almond Butter in Almond Butter.
Fairfax Market stocks almond butter thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is almond butter: Fairfax Market stocks only 4 there, so The Food Mill Roasted Almond Butter stands out rather than blending in.
Fairfax Market merchandises 2 of the 2 categories the brand sells.
no strong clean/diet signal either way.
brand excitement 50/100.
enters a thin almond butter shelf as a point of difference.
The full runway
Every category The Food Mill 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.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
Not here yet, but the shelf is real: a clean first door into a category the brand runs deep in.
What to bring to land
The Food Mill’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
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 →