A&P Launches Premium Private Brand

Montvale, New Jersey based retailer A&P unveiled a new Private Brand called The brand leverages the food credibility of The Food Emporium Stores and is called Food Emporium Trading Company. The brand covers a collection of international specialties, including culinary garnishes, snacks and sauces, and will be available in A&P, Waldbaum’s, SuperFresh and The Food Emporium stores.

This is an interesting turn of events considering the Wall Street Journal reported September 2 that A&P was considering “selling its Food Emporium stores as part of a boarder effort to rid itself of some assets and boost its liquidity, according to people familiar with the matter.” As the A&P story continues to unfold it will be interesting to see the strategic role Private Brands play.



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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.