In.gredients: a National Brand Free Store

The CPG’ brand marketers worst nightmare is finally coming true, with the impending opening of the new store In.gredients which will specialize in local and organic ingredients as the country’s first ever “package-free, zero waste grocery store.”

The idea is simple and it results in the purest form of Private Branding – the retailer and the retail experience as brand. Stripped of all packaging CPG’s loose their primary face to the shopping public and their relevance in the decision making process. Unpackaged a similar concept store opened in LAccording to a article on GOOD:

…shoppers at In.gredients will be encouraged to bring their own containers to pack up items like grains, oils, and dairy. If a shopper doesn’t have his own containers, the store will provide compostable ones. It’s as if the specialty bulk food section rebelled and took over the rest of a traditional grocery store. In.gredients will replace unhealthy, overpackaged junk with local, organic, and natural foods, and moonlight as a community center with cooking classes, gardening workshops, and art shows on the side.

“Truth be told, what’s normal in the grocery business isn’t healthy for consumers or the  environment,” In.gredients co-founder Christian Lane said in a press release. Americans add 570 million pounds of food packaging to their landfills each day, while pre-packaged foods force consumers to buy more than they need, stuffing their bellies and their trash bins: 27 percent of food brought into U.S. kitchens ends up getting tossed out.

In.gredients’s founders hope to open the grocery store’s doors in East Austin this fall, provided that the funding goes through.

If you’re nowhere near Austin, TX, follow in.gredients’ progress on Twitter, Facebook and its website.



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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.