The Inside Story of Trader Joe’s Success PLMA Live!

PLMALIVE Doug RauchIn the latest edition of the Private Label Manufacturers Association’s web based viseo magazine PLMA Live! Tim Simmons interviews, Doug Rauch, former president of Trader Joe’s. Rauch spent more than a decade at the retailer and is much lauded for the Private Brand portfolio he created. Doug talks about his past with Trader Joe’s and his future with his newest retail venture, the Daily Table.

The Daily Table, will be a hybrid of a restaurant and grocery store, and will sell prepared food, along with fruits and vegetables.

Rauch’s inspiration for the store comes from the massive amount of food wasted by American consumers. He told the Boston Globe that many inexpensive meals available are often unhealthy. For that reason, The Daily Table will be aimed at lower-income consumers in the Boston area.

Daily Table is a nonprofit store, which features healthy grab-and-go food prepared using products that are traditionally considered unsalable, because the products are past sell-by dates.

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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.