Piling on the Pasta with Private Brand

2011 may well go down as the year that Private Brand marketing and promotions discovered innovation, social media and world records, the most recent example comes from Grand Rapid, Michigan based Spartan Stores who is hosting the “Piling on the Pasta” eating contest featuring Spartan Stores new Super Pasta and sauce.

Representatives from local media outlets and schools will participate. The top three finishers win the chance to donate $1,000, $500 and $250, respectively, to their favorite charity.

The pasta that hit shelves earlier this week retails for $2.49 per package and comes in spaghetti, thin spaghetti, penne, fusilli and elbow varieties.

“All varieties provide a serving of whole grain, and are an excellent source of calcium, vitamin D, fiber and protein — plus 260 mg ALA omega-3 per serving,” said Alan Hartline, executive vice president merchandising and marketing for Spartan Stores.



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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.