Private Brand Popcorn from Starbucks

Private Brands surprise me in all sorts of intriguing places, so wandering the streets of Charleston with my family on a hot summer’s day, a Private Brand sighting should be nor real surprise. Before venturing into the stalls of the juried Piccolo Spoleto art show in Marion Square we found ourselves hot and thirst standing in the Starbucks on the corner of the beautifully restored Francis Marion Hotel ordering cold, frosty Frappucinos.
And there in Starbucks was Starbucks branded Private Brand gourmet popcorn, it seems a bit of a stretch for the brand but the packaging pulls it off, or does it?



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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.