Winn-Dixie Private Brand Benefits Toys for Tots

For a limited time, Jacksonville, Florida based grocer Winn-Dixie is offering specially packaged 24-packs of Private Brand spring water and purified water to benefit the U.S. Marine Corps Reserve’s Toys for Tots program. For every 24-pack of water sold, 10 cents will be donated to the organization, up to a total of $100,000.

Two of Winn-Dixie’s Private Brand manufacturers, Niagara Bottling and Silver Springs Bottled Water, are supplying the product. The water’s packaging reflects the partnership — imagery that includes the “Marine Teddy Bear,” children, and a red wagon filled with gifts. The 24-packs of bottled water sell for $3.69 and are now available in all of the grocer’s 485 stores.

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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.