Fairway Market Grows Private Brand

Fairway FrontA new selection of food products – from single-serve coffee pods, to cold cuts to organic turkeys, are now proudly bearing the Fairway Market brand. Fairway Market, announced on Friday the new Private Brand offerings now available in all 13 Fairway Market locations in the Greater New York area.

A sampling of the newest Private Brand items include:

  • Fairway One Cup single-serve premium brewing coffee for Keurig coffee makers – certified kosher, made from 100% Arabica coffee beans from fair trade and direct trade farms; there are six flavors and the cups are 97.33% biodegradable.
  • Fairway Antibiotic-Free Growth Hormone Free Chickens and Turkeys – humanely raised on local Amish farms in Pennsylvania and fed a vegetarian diet of American grains and a healthy blend of vitamins, minerals, amino acids, and oils.
  • Fairway USDA Organic Turkeys – free-range and GMO free, they are fed a 100% organic diet on organic land.
  • Fairway All-Natural Cold Cuts – Virginia Ham, Honey-Maple Turkey, Oven-Roasted Turkey, and Hickory-Smoked Turkey: all vegetarian-fed, free of antibiotics and hormones, and gluten-free, too.
  • Fairway Hazelnut Spread – made in Piedmont, Italy, with high-quality cocoa, rich hazelnut, and sweet skim milk.
  • Fairway Pre-Brined Turkeys and Cutlets, Drumsticks, Thighs and Ground Turkey – juicier meat sold as whole birds and turkey parts.
  • Fairway Vitamin Supplements and Herbal Tinctures – a wide variety of vitamins, minerals, and herbal remedies.

fairway-market-hazelnut-spread-a-spot-8.28.13These items join a roster of thousands of Private Brand traditional, specialty, and organic food and grocery items at Fairway.

“Our private label offerings come from our commitment to offer our customers the best foods and the best values possible,” said Herb Ruetsch, Chief Executive Officer of Fairway Market. “Our newest items also reflect our ongoing search to continuously bring only the finest products to our shelves.”



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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.