Private Brand Works to Cure Hunger

As part of their recently concluded eighth annual “Hunger Has a Cure” campaign, Delhaize owned Food Lion, Bloom, Harveys, Reid’s and Bottom Dollar Food Stores donated a record 1.5 million pounds of food for local food banks affiliated with Feeding America.

The initiative enabled shoppers to buy ready-made boxes of Private Brand food or contribute food in bins. Participants purchased about 250,000 boxes during the effort, which ran from November 17 through December 28.The food boxes held five to seven items and were available at for $4.99 each.

Since the Salisbury, N.C. based grocers first teamed up with Feeding America in 2002, more than 250 million pounds of food have been donated to the organization and its affiliated food banks.

In 2010 alone, Food Lion Family and Bottom Dollar Food grocery donations to Feeding America came to more than 34 million pounds of food worth more than $51 million.



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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.