Private Brands the Center of the American Supermarket

Nielsen says the center store needs re-thinking. Are Private Brands the key to improving sales and customer interest?

In this months edition of the video magazine PLMA Live! anchor Jodi Daley and Private Label Manufacturers Association (PLMA) president Brian Sharoff take a look at the past, present and future of the center of the American supermarket in Store Brands and the Center Store. Interviews include: Todd Hale, Senior Vice President, The Nielsen Company, consultants Chris Hoyt and Jim Wisner, and Professor John Stanton of St. Joseph’s University.

Watch PLMA Live!



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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.