A&P Launches Value Tier Private Brands

Montvale, NJ based A&P introduced two new Private Brand value tier brands Food Basics and Home Basics at Pathmark,. The Food Basics brand offers food products from cereal and cheese to produce and meat. The Home Basics brand is comprised of non-edible products including paper towels, laundry detergent and even baby wipes and motor oil. The lines tagline reads, Now seeing YELLOW means saving GREEN!

“This economy has definitely affected our customers’ shopping budgets. The new Food Basics and Home Basics brands will allow our shoppers to buy all their household necessities for much less than national brands,” said Sam Martin, CEO, The Great Atlantic & Pacific Tea Company. ” We are truly excited to bring these key brands to our valued shoppers who are looking for value everyday.”

It is nice to see A&P continue to build on its Private Brand strategy as they work to pull themselves out of their long running troubles.



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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.