Food Lion Promotes Private Brands & Invests in 178 Stores in Five States

Food lion2Salisbury, N.C. based grocer Food Lion announced this past week that it has made significant investments in 178 stores in five states, including Delaware, Maryland, Pennsylvania, Virginia and West Virginia. To support these efforts, the company also created 800 new jobs. The investments are based on customer feedback as well an effort to position the company for future success.

Food Lion’s investments offer customers lower prices on 6,000 items throughout the store and access to quality Private Brand products at new lower prices, including the company’s “My essentials” brand. The retailer also improved its produce as part of its “Fresh From the Field” initiative. In addition, Food Lion’s produce is backed by a double-your-money-back guarantee.

To celebrate the launch, Food Lion is holding grand re-opening festivities at the 178 stores, including providing the first 50 customers at each location a bag of free groceries today through Saturday, May 18.

The company also plans to kick off a week of giving by donating fresh produce and Private Brand products to local charities, including $5,000 to the Maryland Food Bank in Baltimore, Md.; $5,000 to the Delaware Food Bank in Milford, Del.; $5,000 to the Fredericksburg Food Bank in Fredericksburg, Va.; and $5,000 to the Capital Area Food Bank in Washington, D.C. In addition, Food Lion will continue working with these food banks in its ongoing efforts to fight food insecurity and relieve hunger in our communities. By the end of 2013, Food Lion is on track to donate more than 245,000 pounds of food in these markets.

With this announcement, more than 800 Food Lion stores have received these investments, representing nearly 80% of its locations. The company launched 167 stores in the Raleigh and Fayetteville, N.C., markets in May 2011, 268 stores in March 2012 in Virginia, West Virginia and the outer banks of North Carolina, and 269 stores in its hometown markets of Salisbury, N.C, and Charlotte, N.C., in July 2012.

My essentials billboard


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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.