Price Chopper Resurrects Chuckwagon as a Private Brand

Schenectady, NY based grocer Price Chopper has introduced a resurrected Private Brand version of the iconic 1970’s dog food Chuck Wagon once owned by Purina. Topco who acquired the rights to the brand late last year distributes the brand. Along with Price Chopper, other retailers carrying the brand include K-VA-T Food Stores, Lowes Foods, Associated Grocers, United Supermarkets, Piggly Wiggly Carolina and Tops Friendly Markets.

Price Chopper announced the Private Brand in the following Facebook post.

Chuck Wagon Dry Dog Dinner is available in 44, 13 and 3.5 pound bags. The line includes: dog biscuits, jerky strips and jerky sticks.



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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.