Occasionally a strange or even weird story comes across my desk that is inextricably connected to Private Brand. One such story comes from a Cincinnati man who is to auction off a 70-year-old fruitcake. The Kroger Private Brand fruitcake was purchased in 1941 by E.F. Helbing. It was one of six he bought at the time.
Mr. Helbing kept it for 30 years, then decided to send it back to the Kroger store he bought it from, thinking they might want it. He included a note chronicling it’s travels over the years. The store didn’t want it, but store manager Frank Bates couldn’t throw it out. He kept it.
Now at age 86, Frank’s son found it while helping his dad clean out his house. They decided to put it up for auction with the proceeds going to charity.
Now that is brand loyalty!