The Ginger People at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
The Ginger People is a brand specializing in ginger and turmeric-based food and beverage products.
It’s already on the shelf here, with 3 SKUs across 3 categories. The growth is depth and breadth: 2 categories to widen and 7 new doors to enter.
Lead with Organic Grated Ginger in Pickled Ginger.
Fairfax Market stocks pickled ginger thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 4 other Bay Area grocers.
Fairfax Market carries fruit juice & blends in real depth, 85 SKUs against a fleet median of 39, so a new entry there is the Nth option, and its per-unit price would likely sit near the top of a crowded shelf. The more differentiated opening is pickled ginger: Fairfax Market stocks only 1 there, so The Ginger People Organic Grated Ginger stands out rather than blending in. Lead with the pickled ginger, and position the fruit juice & blends as a finishing or gift item.
Fairfax Market merchandises 11 of the 14 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin pickled ginger shelf as a point of difference.
The full runway
Every category The Ginger People 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 1 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
The Ginger People’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 →
