Yummy, Taste The Fresh Market

I live in Charlotte, NC. For those of you unfamiliar with the market it is a great town for grocery and a great town for retail in general. We are home to Family Dollar, Pick n Pay Shoes; The regional Department Store Chain, Belk; and the woman’s chain my wife buys for Cato. As far as grocers go we are home to Harris Teeter, and just up the road in Salisbury is the home of my former employer Delhaize who operates the Food Lion, Bloom and Bottom Dollar banners; just a bit further up the road is the corporate headquarters of Lowe’s Foods and The Fresh Market. All that and we have the array of warehouse stores, a few Bi-Lo’s, Whole Foods Trader Joe’s and a host of small local grocers.

A Fresh Market just opened not far from my home and conveniently enough it is on my way home from work.  For those of you unfamiliar with The Fresh Market it is a small format high-end chain that focuses on quality. The Fresh Market has grown in size, from one store in Greensboro, NC in 1982 to more than 83 stores in 18 states. It is not a full shop grocer by any means; its limited assortment focuses on fresh with a fully manned extensive butcher shop and interesting specialty center store items combined with some of the old standards. It is a store I enjoy shopping, it is a reliably great experience and the private brand really epitomizes The Fresh Market brand. It delivers on the promise of the store and truly differentiates. The package design is not cutting edge or earth shattering; instead it simply delivers on the brand promise, and reaffirms my trust in The Fresh Market with great products.

It is simply spot on branding.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.