The Midwife & The Baker at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
The Midwife & The Baker isn’t on Fairfax Market’s shelf yet. The opening: 8 categories where the shelf is already deep and the brand runs strong elsewhere.
Lead with The Midwife and the Baker Sourdough Rye Bread in Rye Bread.
Fairfax Market stocks rye bread 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 rye bread: Fairfax Market stocks only 4 there, so The Midwife and the Baker Sourdough Rye Bread stands out rather than blending in.
Fairfax Market merchandises 8 of the 9 categories the brand sells.
vegetarian against the store's assortment lean.
brand excitement 68/100.
enters a thin rye bread shelf as a point of difference.
The full runway
Every category The Midwife & The Baker 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.
How it prices
Where it would price in rye bread. Each dot is a product on the shelf, by its cost per oz (hover for which).
What to bring to land
The Midwife & The Baker’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 →
