Morrisons Continues to Build Private Brand Dream Team

UK grocer Morrisons has poached a senior marketing executive from the global dairy company and a co-operative owned by Danish, Swedish and German dairy farmers Arla Foods’ English business as part of plans to develop their Private Brands.

Danny Micklethwaite, previously Arla Foods UK’s marketing vice president, has joined the UK’s fourth-largest food retailer.

Micklethwaite will take on the newly-created role as head of development. He will report to Private Brand director Belinda Youngs, who joined Morrisons from Canadian grocer Sobeys in January this year. He will focus on the Private Brand review that is currently underway. The team also includes head chef Neil Nugent, who recently joined the retailer from Waitrose.

Morrisons CEO Dalton Philips has highlighted the importance of Private Brands and their strategic role of “true differentiation”.

This is an exciting opportunity for the number four retailer in the UK to truly break free and innovate – the real question is will they or will they create unique and differentiated Brands or will they follow Tesco, Waitrose and Carrefour and build price tiers?

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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.