Private Brands Create Loyalty at The Fresh Market

Like most families my wife, children and I shop for groceries at least once a week and sometimes more often than that. My children can tell you who has the best free cookies or balloons and as they have gotten older they can tell you who has the best fresh baked bread. We all love our local, The Fresh Market, my eleven year old loves the fresh fish selection, my five year old daughter likes standing at the meat counter and picking out a New York Strip with Dad, and my three year old daughter swears by the FREE cookies. So I regularly watch their Private Brands, my entire family has turned shopping into a treasure hunt looking for new Private Brand products or package designs. Take a look at some of our favorites.



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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.