Pantry Essentials Ousts Basic Red at Safeway

Earlier this year Pleasanton, California-based grocer quietly introduced a replacement for Value Red it’s Basic/Value tier Private Brand which not long ago had perplexingly been changed from the original Basic Red. While I was in Chicago a few weeks ago, for the Private Brand Movement Conference, I had the opportunity to walk a Safeway owned banner Dominick’s a few blocks from the conference hotel and snap a few pics of the new brand Pantry Essentials in store. Overall I have to say the brand is acceptable and not offensive, but I miss the straightforward boldness of Basic Red. The is Private Label.


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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.