Weis Markets Names New Director of Private Brands – Regina Tator

On Wednesday, Weis Markets announced the appointment of Regina Tator as the new director of private brands. She succeeds Bruno Garisto, who was recently named vice president of Center Store sales and merchandising.

In her new position, Tator will oversee the product development and sales and marketing for the company’s 6,300 private brand products, including grocery, HBC and perishables. Prior to taking over the private brand program, Tator was the company’s director of Center Store sales, where she oversaw the day-to-day merchandising, sales programs and promotions for dairy, frozen and all DSD categories.

Previously, Tator was director of corporate brands at Schenectady, N.Y.-based Price Chopper. She will report to Garisto.

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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.