Trader Joe’s Private Brand Nominated for Libby Awards

Los Angeles — What do trendy retailer Forever 21, punk band Anti-Flag, Baltimore Ravens’ linebacker and sack king Terrell Suggs, Taco Bell and Trader Joe’s have in common? All four—along with scores of other businesses, musicians, athletes, and others—have gone above and beyond to make the world a better place for animals and are in the running for a Libby Award from peta2, People for the Ethical Treatment of Animals (PETA’s) youth division. Now in their seventh year, the Libby Awards (“Libby” for “liberation,” as in animal liberation) include a record 23 categories, which run the gamut from Best Vegan-Friendly Restaurant Chain and Most Animal-Friendly Celebrity to Best Cruelty-Free Hair Product and Best Animal-Friendly Clothing Company.

Forever 21—like others vying for Most Animal-Friendly Clothing Company—refuses to sell fur. Anti-Flag was featured in a compelling peta2 poster ad, “Never Be Silent,” urging fans to speak out against injustice, no matter what species the victims are. In the Best Animal-Friendly Athlete category, Suggs, who gives opposing quarterbacks nightmares, was so moved by video footage of animals killed for their skin that he appeared in an ad for PETA’s “Ink, Not Mink” series. Taco Bell’s bean tacos and burritos, salads, and other meat- and dairy-free options make vegans feel right at home. And Trader Joe’s is nominated in the Best Vegan Meat category for their Private Brand Chickenless Crispy Tenders.

“More and more young people are insisting that the food they eat, the music they listen to, the clothes they wear, and even the sports figures they root for reflect their strong feelings in favor of animal rights,” says PETA Manager of Youth Marketing Emily Rodriguez. “All our nominees are winners because they’re meeting the demands of kind kids and helping animals at the same time.”

Voting ends on December 17. Winners will be chosen by peta2 based on several factors, including vote count, and will be announced on December 19. See the contest details here.

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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.