Safeway Talks Turkey With Private Brands.


Again this year Pleasanton, California based grocer Safeway is running its annual Thanksgiving promotion featuring a “2-hour turkey recipe” and Safeway Private Brands. According to an article from the Instore Marketing Institute the recipe features Safeway-brand turkey and private-label O Organics extra virgin olive oil. Safeway has done an excellent job of tying all the elements of the promotion together. Whether you are shopping for turkeys in store or need a recipe online they have delivered a consistency experience that should help you deliver a great Thanksgiving turkey.

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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.