Fifty2, The MPB Project: The Fresh Market

Fresh Market front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series presents a look at one great Private Brand with insight, analysis and original photography. I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through: great design, purFifty2 The MPB Project Logopose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email

The Fresh Market
On, March 5, 1982, Ray and Beverly Berry opened their passion – a new kind of grocery store – in Greensboro, North Carolina: The Fresh Market. The founders poured their life savings into their dream: a fresh take on the staid grocery formula.  They created an experience designed to evoke the feel of open, European-style markets, celebrating fresh produce, meats cut in store by a butcher, and unique and exciting packaged goods celebrating their ingredients.

Abandoning the over-commercialized, brightly lit, impersonal warehouse stores of the 1980’s, The Fresh Market created a warm and inviting space filled with the best foods from around the world. Private Brand products quickly followed, confidently carrying The Fresh Market name and brand promise forward. Just as the stores abandon the sterility and sameness of traditional supermarkets, their Private Brand abandons bad design and the monotony of clichéd private label architecture and design in favor of impeccably executed, beautifully unique designs.  Product photography brings the offerings to life and reinforces the old world sense of discovering a fabulous new product in the European market.

Since 2009, the brand has received close to a dozen design and product quality awards from some of the most prestigious competitions in the U.S. including HOW Magazine Inhowse Design Awards and the GDUSA American Package Competition, as well as Private Brand centric competitions like the PL Buyer Packaging Awards and the PLMA Salute to Excellence Awards.

The Fresh Market has created a brand that exceeds every traditional expectation of private labels and has become a trusted and tasty resource for cooking great meals and creating great food experiences.

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Brand: The Fresh Market
Brand Focus:
Premium and specialty food

The Fresh Market
Greensboro, NC 

2011 USA Retail Sales ($000):
$369.9 MILLION?
2011 Stores:

To submit a brand for consideration please email


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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.