Lucerne Private Brand Now rBST Free

Pleasanton, California based grocer Safeway announced on its official blog “Today at Safeway” that more than 100 of its Lucerne Private Brand dairy products are now rBST free. According to the blog:

Milk has been for some time, and now you’ll find butter, cream cheese, sour cream, cottage cheese, and Greek yogurt too. All made with milk from farmers who pledge not to treat their cows with the artificial growth hormone rBST. And more products to come. While the FDA states that no significant difference has been shown between milk derived from rBST treated cows and milk derived from non-rBST treated cows, I’m just more comfortable with food that hasn’t been meddled with, particularly foods & beverages that my kids eat & drink so often. And, these products still have the same great taste and value that you’ve come to expect from Lucerne – now that gives me greater peace of mind.



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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.