Wayne Altschul Promoted to IGA Vice President of Private Brands

IGA today announced that Wayne Altschul has been promoted to IGA vice president of private brands. Altschul, who joined IGA in February of 2009 as director of private brands, will assume his new position immediately and continue to report directly to Dave Bennett, IGA USA senior vice president, procurement and private brands.

In his new role as vice president of private brands, Altschul will continue to direct and manage the day-to-day responsibilities for the IGA Private Brand program, while taking a stronger leadership role in developing and communicating IGA’s Private Brand growth strategy with the member Licensed Distribution Centers and approved IGA vendor/manufacturers.

“Wayne’s excellent background in brand and package development has proven invaluable to IGA’s mission to revitalize the image of the IGA Private Brand line,” IGA’s Dave Bennett said. “We look forward to his continued contribution to our IGA Private Brand label design project, and to the additional contributions he will make in his new role relating to our Private Label growth strategy. With Wayne’s help we will realize our goal to increase our private label presence in the marketplace with the development of innovative new IGA Brand products and exciting promotional programs.”

Altschul began his 23-year career in the food industry as a marketing assistant at General Mills working on the Gold Medal brand. Over the successive years, he worked at ConAgra on Banquet and at Martha White Foods. Altschul also served as head of Fleming’s private label program for five years where he was responsible for marketing, sales and procurement of the company’s entire brand portfolio, including its IGA program. At Fleming, Altschul lead the development of new label graphics for its BestYet brand, and also upgraded quality specifications for all private label grocery products. Prior to joining IGA, Altschul owned two small companies in Texas, one in the food service staffing business and the other in auto services. He holds a Bachelor of Science in Business from the University of Illinois and an MBA from Washington University in St. Louis.



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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.