Equal Exchange vs Tcho · Bay Area shelf head-to-head
Equal Exchange and Tcho, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Equal Exchange carries more Brand PowerTcho is in more Bay Area grocersEqual Exchange fields the deeper lineup
Equal Exchange
Tcho
53
brand power
47
43
products
29
8
categories
5
14
subcategories
6
12
grocers
17
$2.14
price per oz
$1.02
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Equal Exchange▭ Tcho
Distribution · 30% of score50·71
carried in 12 of 24 Bay Area grocers·carried in 17 of 24 Bay Area grocers
Depth · 25% of score
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
Baking Ingredients3 vs 2 SKUs
1% of shelf
only Equal Exchange
only Tcho
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Equal Exchange · 1
only Tcho · 6
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Equal Exchange · Tcho
