Krogers Private Brands “Giving Hope A Hand”

Cincinnati based grocer Kroger, in partnership with vendors, has committed $3 million in donations for local breast cancer initiatives across the country to support National Breast Cancer Awareness month in October.

The company’s annual Giving Hope a Hand campaign kicked off in stores on Sunday, September 25, and features 53 Kroger associates who are breast cancer survivors on marketing materials and special edition packages of both national brands and Kroger Private Brand products. These women share their stories of surviving cancer on the special edition packaging.

Melissa “Missy” Veeder, who works in retail merchandising for Kroger’s Ralphs Division in Southern California, is featured this year on packages of Kraft shredded cheese. She is grateful for the network of support she found while battling breast cancer, and now reaches out to other women to offer that same kind of friendship and help.

“Talk to other women who have been there, talk to other women that may have just been diagnosed. Every woman who has been in those shoes can give you some wisdom that might be what you need to hear,” says Veeder.

Veeder’s story and others can also be found at, an interactive website dedicated to raising breast cancer awareness.

“We are honored that so many of our courageous associates are willing to share their experiences as breast cancer survivors,” says David Dillon, Kroger’s chairman/CEO. “Their inspirational stories educate and encourage others to better care for each other and their own health.”

At the end of this year, Kroger will have donated more than $18 million to support breast cancer research, education and services since Giving Hope a Hand began in 2006.

Kroger’s campaign features a promotional campaign highlighting the items, many of which include, special pink packaging. This year, 1,600 items, including Kroger’s Private Brand products and national brand products including General Mills, Kellogg’s, Kimberly Clark, Kraft, Pepsi, Procter & Gamble, Purina and SC Johnson will be marked with special shelf tags.

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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.