FMI Announces Vice President of Private Brands Joe McKie

Food Marketing Institute (FMI) has selected Joe McKie for the position of Vice President, Private Brands, after an extensive search for this unique, leadership role. McKie will identify, manage and build relationships with key industry stakeholders and future partners in order to cooperatively create value for the private brands trading partner community.

Among his accomplishments over the last 25 years in brand development, McKie comes to FMI most recently from Winn-Dixie Stores, Inc. where he was vice president of Own Brands for the entire Winn-Dixie Corporation. Prior to his tenure at Winn-Dixie, he spent 15 years at Daymon Worldwide Inc. McKie’s areas of expertise include sales, retail operations, marketing, manufacturing, procurement, logistics, brand management and consumer insights. His first public introduction to industry and members will be at the FMI Private Brands Summit, Sept. 26-29 in Chicago.

“Joe brings a wealth of industry knowledge and general management expertise in the area of private brands,” Patrick Walsh, senior vice president of industry affairs for the association, said. “His energies will be of great value to FMI and our membership as we aggressively expand our membership base and value-generation efforts.”

McKie’s successes are well recognized, as he earned new product innovation awards from Private Label Manufacturers Association, Supermarket News, Good Housekeeping, Store Brand Decisions and PL Buyer. He was also named as PL Buyer Executive of the Year by suppliers in 2009 and serves at various levels of industry and community involvement, including, FMI Private Brands Executive Board (finance); PLMA Retailer Advisory Council; Store Brands Decisions Advisory Group; and Progressive Grocers’ Private Brand Editorial Board.



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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.