The Secret Life of Great Value Sliced Turkey

I have featured a number of videos from Bentonville, Arkansas based superstore/grocer Walmart’s series “The Secret Life of …”. This edition is “The Secret Life of Sliced Turkey” a seemingly mundane subject, however the video sheds light on the creation of this Private Brand best seller. In the video Walmart, asks the question, “But, what do we know about what’s truly behind their labels”? and challenges the food production system with this direct statement; “The raw truth is that the design of this system is unsustainable…”

What do you think?

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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.