Clover Valley Better than A Dollar?

clovervalley-raisinsWith more than 8,000 in 35 states Dollar General seems to be ever present in many communities. Small format stores, often in medium to small towns Dollar General is an integral part of many American lives. Their Private Brands, Clover Valley, DG Guarantee and Dollar General occupy a significant portion of their stores. They have recently redesigned and relaunched their Clover Valley line of food products and the packaging, website and in store collateral are nice. If the products can live up to the design DG should have a blockbuster on its hands. Dollar General is so clearly a value player, that its difficult to know whether these are value products with nice packaging or truly a national brand equivalent Private Brand.

In addition to Clover Valley Dollar General is marketing its health and beauty brand DG Guarantee using a Compare & Save message at shelf. Other national players CVS and Walgreens are also using thi tactic.

They have also recently launched a line of EZ Green natural cleaners that mimic the packaging of Clorox Co.’s popular Clorox Green Works line.



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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.