Wildwood at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
Wildwood is a brand that specializes in organic, plant-based food products, particularly known for its diverse tofu offerings.
It’s already on the shelf here, with 4 SKUs across 1 category. The growth is depth and breadth: 1 category to widen and 2 new doors to enter.
Lead with Silken Organic Tofu in Tofu And Bean Curd.
Fairfax Market stocks tofu and bean curd thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 10 other Bay Area grocers.
The more differentiated opening is tofu and bean curd: Fairfax Market stocks only 6 there, so Wildwood Silken Organic Tofu stands out rather than blending in.
Fairfax Market merchandises 4 of the 5 categories the brand sells.
non-gmo, organic, vegan against the store's assortment lean.
brand excitement 55/100.
enters a thin tofu and bean curd shelf as a point of difference.
The full runway
Every category Wildwood 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 4 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 tofu and bean curd. Each dot is a product on the shelf, by its cost per oz (hover for which). Wildwood (orange) sits in line with the shelf.
What to bring to expand
Wildwood’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 →
