Walmart Canada Debuts Wholesome Goodness

Mississauga, Ontario based – Walmart Canada announced today that its supercenters are the exclusive Canadian supplier of Wholesome Goodness offering consumers high quality, great tasting food products that are simple, naturally delicious and always affordably priced. The new exclusive brand will serve as a defacto Private Brand at Walmart Canada. The engaging modern designs were created by the New York based branding firm, United*.

“Walmart Canada continues to present affordable leading-edge products to its customers,” explained Les Mann, Senior Vice-President of food and consumables. “We are very excited to now offer up to 80 Wholesome Goodness products made with natural ingredients and ranging from snack foods, to hot and cold cereal, to salad dressings and pasta sauces at select supercentre locations across the country.”



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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.