Intermarché To Expand Organics in Private Brand

French grocer Intermarché has announced plans to expand its Private Brand organic offering with the goal of increasing sales in the category from €209 million to €300 million by 2015. According to Planet Retail the retailer will introduce 85 new Private Brand organic products, said Anne Sainte-Marie, manager for private label at Intermarché. She added, “Our own brand organic products will be about 30 per cent cheaper than the organic national brands.” The retailer will integrate the new organic products into its existing Private Brands: Pâturages, Chabrior and Jean Rozé. Customers may also look forward to the introduction of a ‘100% Origine France’ branded offering to promote local French products.



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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.