BJ’s Bags the Private Brand Coffee Can

A new packaging format for ground coffee is hitting store shelves. To deliver a better product to members while enhancing the sustainability and cost-effectiveness of packaging, BJ’s Wholesale Club is replacing its Private Brand Berkley & Jensen 100% Colombian ground coffee can with the new, flexible Fres Bag.

Designed by coffee packaging company Fres-co System USA Inc., the Fres Bag will help BJ’s significantly reduce the cost of materials while the bag’s industry-leading one-way degassing valve will deliver a fresher, more flavorful brew.

“All of the buyers here at BJ’s strive to deliver great quality products at tremendous value to our members,” explains John Gorham, coffee buyer for BJ’s. “This new packaging format will enhance the product presentation at Club level while preserving the quality and freshness of the coffee.”

“Compared to cans, and even other bags, our Fres Bag has a lot of benefits,” explains Chris Burger, coffee market manager at Fres-co. “Our original one-way degassing valve better preserves the coffee’s flavor while the Corner Seal technology gives the package a firm, compact feel that ships efficiently and looks great on store shelves. Combined with a wide-mouth opening and less expensive materials, Fres Bag offers major gains as a can replacement.”

Burger also believes that the package will help enhance the product’s perception—giving it a more premium, high-quality appearance. “We’ve found that there is a negative public connotation of canned products, especially in terms of freshness. With research showing that package appearance is increasingly affecting the purchasing decision, we believe the high-definition graphics and gourmet perception of the Fres Bag offers a tremendous visual presence that will really jump off the shelves – especially in a club store environment,” explains Burger. “BJ’s coffee has a very rich, gourmet taste and I think we’ve been able to produce a package that matches that same level of quality.”



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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.