United Supermarkets Introduces Private Brand Gas

Lubbock, Texas-based grocer United Supermarkets, Market Street and Amigos United is introducing Private Brand fuel. The United Express Fuels brand will be featured at 19 of United’s 22 gas stations. Three stations in the Dallas-Fort Worth area will remain under the Market Street Private Brand.

The reason behind the switch is simple, according to Chris Bridgford, director of fuel operations for United.

“Launching our own branded fuel program is a natural progression of our core philosophy of providing our guests the highest quality, value and service possible,” Bridgford said in a press statement.

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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.