IGA Promotes Private Brands

This post comes courtesy of a post written by Dave Bennett the Senior Vice President of Procurement & Private Brands for IGA USA on the corporate blog IGA Independent View. IGA is a global alliance of more than 4000 independently-owned and operated supermarkets. There are 1750 IGA supermarkets in the United States. The post reveals two exciting promotional opportunities and the exciting completion of the IGA Private Brand redesign.

IGA Private Brands Perspective

Did you know that your IGA Private Brands program has a lot of great promotional opportunities going on right now that will help stimulate sales and margins while increasing brand recognition?

First, IGA’s well-publicized Wounded Warrior cause marketing program will be kicking off in May, giving you—and your shoppers—the opportunity to support our nation’s wounded soldiers through IGA Brand water sales. If you’re not on-board to participate in this great cause marketing initiative, we ask that you visit the Alliance site for more information and then contact your Licensed Distribution Center (LDC) to sign up.

Second, this fall your LDC will be putting together an “IGA Days” private brand sales event that will give you the opportunity to promote your private brand line using a consumer sweepstakes and fun, community-focused in-store marketing ideas. Event details will be finalized in the next month and will be communicated here in The Independent View, on the Alliance site, and also by your LDC, so please stay tuned!

Third, your IGA Private Brands label redesign is almost finished, meaning now’s the perfect time to promote IGA Brand’s vibrant new look! We are working diligently to eliminate old packaging and labels by the end of summer, so log on to the Alliance site now to order IGA Brand POP that will help familiarize your shoppers with our new cross-category label.

And the good news is that this is just the beginning. With all the new research findings resulting from our recent consumer-focused IGA Private Brand study, you can expect many more promotional opportunities to develop in the near future! We look forward to sharing more with you soon.


Dave Bennett
Senior Vice President
Procurement & Private Brands

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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.