Waitrose to Supply Private Brand in Chile

waitroseBritish retailer Waitrose announced that it would begin supplying some of its Private Brand products in Chile where it has cut a deal with Unimarc supermarkets to supply 40 products including tea, cookies, pasta and mayonnaise to the more than 100 stores.

David Morton, Waitrose’s business-to-business director, said: “South America, in particular Chile, has a growing economy and we were approached by Unimarc to help meet the demand for more cosmopolitan flavous among their customers.”

He added: “Wherever we sell our products overseas, we find the bestsellers are food and drink associated with Britain, such as tea and biscuits.”


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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.