Wegmans Launches “Plant Powered” Cleaners

Wegmans cleaners

Family-owned U.S. regional grocer Wegmans has introduced a new line of Wegmans branded “better for you” natural cleaning products. There are seven different products in this line: laundry detergent, dish soap, window cleaner, multi-surface cleaner, tub and tile cleaner, toilet bowl cleaner, and fabric softener. All the active ingredients (all listed on the labels) are from plant or mineral sources. For example, the cleaning agents in many of them are surfactants from coconut and palm oil. And as always Wegmans is refreshingly transparent so if customers would like to know the inactive ingredients (too numerous to put on a label) they can be found on Wegmans.com in the Product Catalog.

Most of the products are fragrance-free and include a long list of items that they are “free from” or simply do not have: animal testing, chlorine bleach, endocrine disruptors such as phthalates, phosphates, parabens, triclosan, BPA and animal by-products.



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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.