Nash Finch Announces Agressive Private Brand Program

Alec Covington, Nash Finch’s chief executive officer

Minneapolis-based distributor Nash Finch has introduced a program that is focused on increasing it’s customers’ price-competitiveness by converting them to Nash Finch distributed Private Brands — and perhaps more importantly removing their competitors. The brands include: Our Family, Value Choice and Nash Brothers Trading Co.

According to Supermarket News: Retailers that agree to participate in the program, which launched last month, will get more competitive pricing on the items if they add them while also removing competing items — mostly regional packer brands — from the shelves, Alec Covington, Nash Finch’s chief executive officer, said last week. Covington’s remarks came during a conference call discussing financial results for the first quarter ended March 24.

“The goal is that both our customers and ourselves can drive our business forward faster in building our private label business, which is critically important to our customers in terms of creating the pricing pressure they need to have within their overall marketplace,” Covington said.

Covington said about 90% of Nash Finch’s 1,500 customers have already agreed to sign up for the program, which already has added 10,000 product placements in stores and is boosting Private Brand sales penetration.

“This is going to be a big one for us,” Covington said. “We see a great opportunity to build this program, help our margins, and help our customers compete more effectively in the marketplace.”

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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.