Private Brand White Out!

This is the fourth post in a series on trends from the PLMA’s Idea Supermarket at the PLMA’s 2009 Private Label Trade Show. White has been the story of the year in Private Brand and too a lesser extent national brand design and the Idea Supermarket was no different, with white based packaging from around the world. Some is definitely better than others but you be the judge.

Clover Valley, Dollar General
DG Baby from Dollar General
DG Baby from Dollar General


Waitrose Essential

and of course Great Value from Walmart and Up & Up from Target where represented.

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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.