Private Brand from Pakistan Stars at TheWorld of Private Label

The country of Pakistan makes its first appearance here on My Private Brand with this article from the Pakistani newspaper The International News. The article takes a look at the Pakistan Pavilion organized by the Trade Development Authority of Pakistan (TDAP) and Pakistan’s trade office in The Netherlands for the PLMA World of Private Label trade show.

World of Private Label trade fair Pakistan Pavilion attracts tremendous response

Pakistan Pavilion has drawn tremendous response from buyers at the Private Label Manufacturers Association (PLMA) World of Private Label trade fair held in Amsterdam on May 18-19, officials said on Friday.

The Pakistan Pavilion was organized by the Trade Development Authority of Pakistan (TDAP) and Pakistan’s trade office in The Netherlands.

Talking to The News, participants of the trade fair appreciated Pakistan’s Commercial Consular in The Netherlands Muhammad Ashraf efforts in ensuring the country’s representation in the fair.

PLMA’s World of Private Label is the world’s largest trade fair of private label manufacturing and is being organized by the International Council of Private Label Manufacturing Association since 1986. However, Pakistan has participated in the event for the first time.

Private Labels are the brand names owned by the retail chain stores. The supermarkets including Tesco (UK), Aldi (Germany), Delhaize (Belgium), Carrefour (France), ICA (Sweden), Albert (Czech Republic), Dia (Greece) and Conad (Italy), allocate the major portion of shelf space to their own brands and private labels. Same is the case of the non-food retailers and departmental stores, for eg, Karstadt (Germany), La Rinascente (Italy), Galeria Cetrum (Poland), El Corte Ingl’s (Spain), ²hl’ns (Sweden), Globus (Switzerland), House of Fraser (UK), Kotva (Czech Republic) etc. The private label is a fast growing segment in the European market.

More and more retail chains are increasing their own private labels, reducing shelf space for the brands. The buying managers of all the major retail chains, especially the supermarkets and drug stores visit the trade fair to source their products from more than 1,700 manufacturers exhibiting at the PLMA Show.

“A major portion of Pakistan’s exports is in the category of private label manufacturing as there are very few, if any, Pakistani brands selling in Europe,” said Commercial Consular in The Netherlands Muhammad Ashraf said.

Thirteen exporting concerns (10 food and three non-food entities) from Pakistan showcased their products at the PLMA, he said, adding that five out of the Top 10 rice exporters from Pakistan participated in this trade show and established their stalls in the Pakistan Pavilion.

Pakistan Pavilion was well designed and meticulously managed by the Commercial Wing of the embassy. Capitalizing on the football fever in Europe, in the world cup year, TDAP arranged the distribution of promotional footballs among the buyers on the show floor, he said.

This promotional tool was immensely successful in generating traffic of buyers towards Pakistan Pavilion.

A participant of the trade fair Waqas Azhar said that the response of the western buyers had enthralled them. “We met high quality buyers from 10 countries,” he said.

Sohail Yousuf from Falcon Rice Mills, another participant of the show, said that PLMA fair was the best national presentation of Pakistan Pavilion he had seen in any fair.

Jaffer Dadabhoy from Young’s Pvt. Ltd, one of the renowned food products manufactures in Pakistan, said that he met serious buyers during the show. “TDAP should invite other sectors such as sports, spices, ready meals, garments, traditional products of Pakistan to exhibit at the PLMA show. Next year, Pakistan Pavilion should be bigger.”

All the 13 exhibitors in Pakistan were of the view that they would definitely like to exhibit at PLMA show next year.

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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.