Shoprite Builds Private Brand Food Blogger Community

In yet another twist on retailers engaging their customers with social media, New Jersey based grocer ShopRite has enlisted food bloggers to talk up its Private Brands. This is a great twist on the mommy blogger engagement, that delivers content and a reason for consumers to engage, nice work.

About a dozen bloggers are featured on Potluck, an online blog ShopRite has just launched. The bloggers post recipes that include ShopRite’s Private Brands as ingredients.

The Potluck panel consists of foodies who have combined their passion for food, cooking and blogging onto one place. Get to know these at-home cooks who are hungry to enhance their cooking skills and expand their knowledge of food!

“Each month, Potluck panelists will provide their honest opinions on ShopRite’s private-label products and will put these products to the test, include them in original recipes from time to time and tell you all about it,” ShopRite states in promotional materials.

The Potluck panel includes articles from Deborah Smith, author of, a website dedicated to food news and restaurant reviews in New Jersey; and Anne Coleman, founder of, specializing in budget recipes.

In a recipe for Pappa al Pomodoro, an Italian soup, Coleman touts several Private Brand items. “Very good olive oil is another key component in this soup, and ShopRite Imported Extra virgin Olive Oil is perfect here,” she writes.

Found at, Potluck will eventually include video cooking demonstrations and photos from exclusive Potluck events.

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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.