Zespri at Safeway
Safeway is a conventional independent running 13 Bay Area stores, large-format at about 37,374 sq ft each, indexing high on established names versus other Bay Area grocers.
Zespri is a leading international brand specializing in the marketing of kiwifruit, offering a range of varieties including SunGold, Green, RubyRed, and organic options.
It’s already on the shelf here, with 1 SKU across 1 category. The growth is depth and breadth: 1 category to widen, replicated across all 13 stores.
Lead with SunGold Kiwifruit in Golden Kiwis.
Safeway stocks golden kiwis 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 golden kiwis: Safeway stocks only 2 there, so Zespri SunGold Kiwifruit stands out rather than blending in.
Safeway merchandises 1 of the 2 categories the brand sells.
organic against the store's assortment lean.
brand excitement 55/100.
enters a thin golden kiwis shelf as a point of difference.
The full runway · across 13 stores
Every category Zespri plays in across the Bay Area grocers we track, and where it stands at Safeway. 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 2 SKUs. Room to widen the line.
The store barely carries this category, so it is a hard sell.
What to bring to expand
Zespri’s SKUs Safeway 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 Safeway’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. Safeway profile →