Consumer Reports Helps You Save With Private Brand

Private Brands continue to be a hot subject for Consumer Reports magazine this time a post in their Home and Garden blog recalls their recent taste test as well as adding a price comparison by reporter Tod Marks. He visited five grocery store/supercenters (A&P, Pathmark, ShopRite, Stop & Shop, and Walmart) in New York and New Jersey and compared Private brand and name-brand prices for 30 items, from cotton swabs to pepper. The average savings with Private Brands was 30 percent. And as Marks notes, there isn’t much risk involved­—many stores offer refunds if you don’t like their brand.



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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.