Walmart Partners With National Brands to Build Private Brand

This past week I posted a story on Bentonville-giant Walmart’s launch of their new unbranded USDA Choice steak program, the program includes in store signage, tv and a promotion that is co-branded with national brands. The Walmart Choice Steak Challenge presented by Kingsford Charcoal and Coca-Cola, a multi-city search for the chef with the best grilling skills in the country. Each chef will be firing up grilled rib eyes, allowing shoppers the chance to decide which chef moves on to the May 22nd New York City finale. All events will take place in Walmart parking lots and be judged by shoppers, who will get to try the steak and wash it down with a refreshing Coca-Cola Zero, free of charge.

One finalist from each of the eight cities including Tampa, Miami, Houston, San Antonio, Dallas, St. Louis, Nashville and Atlanta, will be selected to compete in New York City on May 22nd, for top honors in a contest judged by champion pit master Chris Lilly and other food experts.



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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.