Wholly Wholesome at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Wholly Wholesome is a brand specializing in all-natural baked goods and desserts, made with simple, organic ingredients.
It’s already on the shelf here, with 2 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 1 new door to enter.
Lead with Organic Whole Wheat 9" Pie Shells in Frozen Pie Crusts.
Fairfax Market stocks frozen pie crusts 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 frozen pie crusts: Fairfax Market stocks only 4 there, so Wholly Wholesome Organic Whole Wheat 9" Pie Shells stands out rather than blending in.
Fairfax Market merchandises 4 of the 4 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin frozen pie crusts shelf as a point of difference.
The full runway
Every category Wholly Wholesome 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 2 of 3 SKUs. Room to widen the line.
Already stocked here in other categories, so this one is a natural extension.
What to bring to expand
Wholly Wholesome’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 →
