Value Red debuts at Safeway.

Occasionally I get tips on Private Brands from the most unlikely people; the breadth and variety of readership and particularly the rather large contingent of moms always amaze me. This tip comes from one such mom.

I’m a fan of your blog – just a consumer, but one who has always been interested in marketing and packaging and such.

I was in Safeway today making my bi-monthly stockup trip, and saw a brand new private brand label I have never seen before – Value Red. Thought you might be interested in it. 🙂 I twittered the picture of my mayo (along with my pathetic attempt to grow some sugar snap peas; we’ve had record rain fall in Oregon this year and they just about drown).

Thank you for an interesting blog, keep up the good work!

Rachael (a fan)

Follow her on twitter

The new brand she discovered is a renaming of the Basic Red value tier brand that Safeway has carried for some time. Basic Red/Value Red carries everything from paper towels to disposable tableware the everyday basics at great prices. I am not sure what caused the name change, perhaps a response to Great Value or Kroger Value but I have to say I prefer the Basic Red name, it has a bit more character.

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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.