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Supervalu private label

Supervalu’s Witynski To Call For Greater Private Label Innovation In Pack Expo Keynote
Packaging Machinery Manufacturers Institute Press Release: Despite — or perhaps because of — today’s economy, private label brands are experiencing tremendous success. To enhance this growth, Mike Witynski, group vice president, Our Own Brands for SUPERVALU, will challenge packaging suppliers, contract packagers and designers to bring innovative technologies and concepts to the burgeoning private label sector in a keynote address at PACK EXPO Las Vegas (October 5-7; Las Vegas Convention Center). Witynski will deliver his address on Tuesday, October 6.

In his presentation, titled “Packaging – A Holistic Approach to Winning,” Witynski will explore four key areas of opportunity where the private brand industry and the packaging supply chain can unite for success:

  1. Packaging for Retail Efficiency
  2. Packaging for Communication Effectiveness
  3. Packaging for Brand Positioning
  4. Differentiation and Mainstreaming Sustainability.

The discussion will focus on the need for greater strategic alliances between private brand suppliers and manufacturers to provide joint solutions that bring value to retailers through labor savings and a “One Touch approach.” These stronger relationships will also result in packaging that helps boost a retailer’s brand image on the shelf and enhance the consumer shopping experience.

Witynski will also highlight how today’s private brands are focusing on strategic design to project brand personality, effectively communicate value, and compete with quality perceptions of national brands. The interest private brands have in realizing sustainability opportunities – particularly when they can be linked to innovation and first-to-market initiatives – will also be explored.

Witynski’s career in the grocery industry spans 28 years, and he has been with SUPERVALU Inc, since 1990. The Fortune 100 Company is one of the largest companies in the United States grocery channel, with estimated annual sales of $44 billion.

Witynski joined the company in 1990 as a retail business consultant, and has worked in positions of increasing responsibility in both distribution and retail, including director positions in operations, merchandising, procurement and activity-base-sell. In his current position, Witynski oversees the strategic operations of SUPERVALU’s line of private label products.

“A recent study from The NPD Group indicates that in 2008, 24 percent of all food and beverages served in American homes were store brands, up from 18 percent in 1999. Today, 97 percent of all households consume private label foods on a regular basis,” says Charles D. Yuska, president and CEO of PMMI, sponsor and producer of PACK EXPO. “While the recession has played a role in the growth of this sector, consumers are choosing private label brands due to overall value and quality. To continue to spur consumer interest, industry leaders like SUPERVALU are turning to their packaging supply chain partners to introduce products that build brand loyalty with high impact package designs, unique in-store branding opportunities and strong sustainability platforms.”

Two other keynote addresses are planned for PACK EXPO. Additional speakers will be announced shortly.

Packagers can register for the keynote speeches and the entire Conference at PACK EXPO program at www.packexpo.com. The fee for registrations received on or before September 24, 2009 will be $55 per session. After September 24, 2009, and on site, the cost will increase to $75. Registration for the exhibits at PACK EXPO is required to register for conference program sessions.



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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.