Woolworths Signs 3 Year Private Brand Bread Deal

WoolworthsAustralian retailer WOOLWORTH‘S strategy of signing longer-term supply contracts has shifted from milk into the highly competitive $2 billion bread category.

Woolworths has signed a $50 million three-year nationwide contract Private Brand bread contract with Australia’s second-largest baker, George Weston Foods, The Australian Financial Review reports. George Weston, wholly owned by Associated British Foods of the UK, has been supplying Woolworths on annual contracts for the last 10 years.

In Australia Private Brand bread currently has 17% penetration of bread sold in supermarkets. But its share of sales has been static for several years, while sales of bread baked in-store has risen to 16% of the market as retailers install in-store ovens.

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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.