Taste The Difference in Kroger Brands.


This seems to be the week for Kroger Private Brands in the news and this second story further confirms the retailer’s commitment to their brands. With 500 to 600 products a year taste tested by close to a hundred people each time the level of commitment to insuring quality and consistency for their Private Brands is impressive. The next question is are they using a similar testing process to maintain quality after the products have hit the shelf?

Volunteers grade groceries at taste-test center

Before they reach store shelves, food and drinks proposed to be made for Kroger Co.’s brands must pass muster with taste-testers who are paid in nibbles and sips and in-store coupons.

Seven at a time, volunteers fill a row of cubicles down the hall from the lobby at Kroger’s downtown Cincinnati headquarters, helping Kroger assess its store-brand lineup, which has nearly doubled in five years. They sit facing slots from which trays emerge with individual samples.

Read the entire story.

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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.