IGA Private Brand Partners with Wounded Warrior Project

IGA the global alliance of more than 4000 independently-owned and operated supermarkets including some 1750 IGA supermarkets in the United States has joined forces with the charity Wounded Warrior Project (WWP) — an organization whose mission is to honor and empower soldiers wounded in combat– to create IGA USA’s first IGA Private Brand cause marketing initiative.
The national promotion will run in participating IGA stores from Memorial Day Weekend through Labor Day weekend—IGA will donate 10¢ from the sale of every specially marked case of IGA Private Brand water to the Wounded Warrior Project. IGA plans to donate as much as $100,000.
“For more than 80 years now, IGA Retailers have been building the brand’s reputation by doing their part to give back and support worthy causes in the communities they serve,” said Dave Bennett, IGA SVP of procurement and private brands. “It is only natural that we would use the power of our IGA Private Brand line to align IGA and its retailers with the causes that matter to today’s consumer on a national level, as well. This initiative will raise much-needed funding to help wounded service members with everything from physical health and wellness, counseling, family aid, and job assistance.”
“Thanks to IGA, who believe in our mission of honoring and empowering wounded warriors, we are able to further enhance our unique programs and services for the wounded and their families,” said Adam Silva, Wounded Warrior Project chief development officer. “Whether through caregiver retreats, combat stress programs, career and education services, or adaptive sporting opportunities, warriors are armed with the tools essential to not just survive their injuries but to thrive and achieve personal and professional success.”

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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.