Mountain Fruit Company vs Darbo · Bay Area shelf head-to-head
Mountain Fruit Company and Darbo, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Darbo carries more Brand PowerDarbo is in more Bay Area grocersDarbo fields the deeper lineupMountain Fruit Company sits further up the premium end
Mountain Fruit Company
Darbo
35
brand power
42
14
products
18
1
categories
3
2
subcategories
3
11
grocers
12
$1.12
price per oz
63.5¢
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Mountain Fruit Company▭ Darbo
Distribution · 30% of score46·50
M
carried in 11 of 24 Bay Area grocers·carried in 12 of 24 Bay Area grocers
Depth · 25% of score69
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Mountain Fruit Company
no top category Darbo doesn’t also play in.
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
both brands
only Mountain Fruit Company · 2
only Darbo · 3
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: Mountain Fruit Company · Darbo
