VIVA LATINO at the 2011 PLMA Private Label Trade Show

The Private Label Manufacturers Association (PLMA), announced the addition of a Hispanic pavilion to this year’s 2011 Private Label Trade Show, scheduled for November 13-15 in Rosemont, Ill. The VIVA LATINO pavilion will feature Private Brand products and manufacturers that address the needs of Hispanic shoppers.

“What’s more, Latino and Hispanic consumers are spreading more widely across the U.S. and not limited to the regions with long-established communities such as California, Texas, Florida and New York,” said Brian Sharoff, PLMA president. “Their overall numbers more than doubled in Kentucky, Alabama, Mississippi, Arkansas, South Carolina and North Carolina since the 2000 census.”

PLMA’s VIVA LATINO pavilion will highlight Private Brand products that reflect Latino and Hispanic traditions, tastes and preferences including products with Spanish and dual-language packaging and products that can cross ethnic lines to appeal to mainstream shoppers as well. In addition, the latest market research and product trends will be addressed in a series of special seminars and workshops.

Major retail chains such as H-E-B, Publix, Kroger, Food Lion, Food 4 Less, Nash Finch and Stop & Shop are creating new market strategies to address the growth opportunities, while regional supermarkets such as Fiesta, Vallarta and Sedano’s also are looking to extend their reach and better serve the expanding Latino and Hispanic markets.



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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.