Kidfresh the Private Brand Alternative.


New York based Kidfresh is a healthy and fun food store that provides alternatives to processed or homemade food, this gives kids and parents alike a healthy and convenient meal option. This isn’t your uncle Oscars Lunchable, in fact, the Kidfresh team includes: an award-winning chef and dietitian as well as a renowned pediatric nutritionist.

The store features a complete brand experience including some well-designed Private Brand products from the New York agency Landers Miller.


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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.