Certco Partners with MMI to Represent Private Brands

Madison Wisconsin based wholesale distributor for independent supermarkets Certco Inc. announced it has designated Fort Worth, Texas-based Marketing Management, Inc. (MMI) as its exclusive, in-house Private Brand sales and marketing agency. The move comes after an analysis of the wholesale distributor’s current program and strategy for growth.

“Our Private Brand offering is a key strategic focus for Certco Inc. aimed at driving improved margins for our independents, an increase in suppliers’ profitability and customer loyalty.  We have decided to transition the representation of our private brands program to Marketing Management Incorporated (MMI).  We feel that MMI has the specialized industry experience to support and grow this key strategic focus,” said Randy Simon, President & CEO of Certco Inc.

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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.