A&P, Artichoke Pizza & Private Brand

The Food Emporium Trading Company launched its exclusive Private Brand of the top 10 rated New York City pizza restaurant, Artichoke Basille’s signature pizzas, both Margherita and Artichoke. Each are exclusively available at all of A&P, Food Emporium, Waldbaum’s and Pathmarks

New York City based branding agency united* brought the distinct voice of the restaurant brand to life, with a tone and attitude that is truly New York and reflective of the die-hard customers and even owners, Francis Garcia and Sal Basille. The packaging is bold and arresting on shelf and is a step in the evolution of the design of Private Brands.

This from food blog Eater.com

Artichoke Pizza Now Available In Frozen Form

After opening up their first sit-down restaurant and an additional slice joint in Greenwich Village, Sal Basille and Francis Garcia’s ever expanding Artichoke Pizza empire has made an interesting choice for its next move. Starting this week, the boys from Staten Island will begin rolling their Artichoke and Margherita pizzas into the frozen food section of your local supermarket.

Sal and Francis spent four months working with a company in Toronto that specializes in frozen Italian foods to perfect that real Artichoke taste, and apparently they are satisified because the product is hitting shelves of more than 300 A&P, Food Emporium, Waldbaum’s and Pathmarks this week, with plans to go nationwide soon after. According to Artichoke insiders, the company is now looking into possible expansions into airports and stadiums in the very near future. Not bad for a humble pizzeria that opened a few years ago in a sliver of a storefront on 14th Street.



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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.