Contemporary Latin Tastes Great.

fronterachipsI find it fascinating if sometimes perplexing when restaurant brands cross over into packaged goods. Celebrity chefs seem to be doing this more and more, I guess they hope to expand the reach of their brand. So in they strange fuzzy place between national brand and Private Brand you have the premium chef/restaurant brand. In this case it is Frontera the brand created to support the authentic Mexican juggernaut that is Rick Bayless. If you read often you may have realized by now that I am a bit of a foodie and love true celebrity chefs who actually cook, and Rick Bayless is as authentic as it gets. These redesigned handmade tortilla chip packages capture s unique and contemporary latin personality.

If you get a chance stop Rick’s restaurant Frontera in Chicago and enjoy some great food.



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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.