AWG Goes Gourmet With Superior Selections

Kansas City, Kansas based Associated Wholesale Grocers, Inc. (AWG) is bringing fine dining home with their new Superior Selections Private Brand. According to the press release: the impressive menu of products will delight even the most finicky foodies while making gourmet deliciously affordable.

Now consumers won’t have to dine out to get outstanding taste, quality, and value. It’s in every bite, dash, and drizzle. With over 100 items spread out across more than 30 different product categories, Superior Selections is the new affordable premium choice for discerning customers who want restaurant quality taste in the comfort of their own kitchens.

“We wanted to offer our customers a gourmet line of products without the gourmet price tag,” said Scott Richey, Executive Director of AWG. “From creamy rocky road to bold balsamic vinegar, Superior Selections has something for every member of the family and every meal of the day—casual, fancy, or somewhere in-between. And it’s that breadth of selection, quality, and affordability that makes this private label brand truly superior.”

Fort Worth, Texas-based design studio Immotion Studios created the design, photography and marketing materials for the Superior Selections line of products.  The brand will hit shelves this May and include delicious favorites and daily staples such as: coffee, rice, European Soda, pasta, dried blueberries, and chocolate chip cookies. Learn more about the brand by visiting:

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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.