PLMA Promotes Tradeshow With The Jungle Survival Challenge

PLMA Reality Trade Show

If the battle of Private Brands vs. national brands playing out on retail shelves across America is not drama enough, PLMA is set to fan the flames of competition with “Jungle Survival Challenge” in the run up to PLMA’s Store Brands Reality Trade Show, to be held November 16-18 in Chicago.

The three episode take-off on the popular reality television format pits two teams – one representing national brands and one representing store brands – in a challenge to enter the jungle of Costa Rica, equipped exclusively with their favorite brands, as they compete in a series of jungle trials and dangers to discover which team will emerge the survivors.

Episode 1 entitled “The Gorge of No-Return” (Click here to view). Episode 2 is entitled “Revenge of the Conquistadors” and will be aired in October, while Episode 3, “Doom Wears Many Faces,” will be sent out in early November. Michael Sansolo plays the reporter covering the events.

The series was created to promote the upcoming PLMA show itself, where over a thousand exhibitors from 30 countries and more than five thousand visitors will be competing for private label business – and to dramatize the ongoing competition between national brands and store brands for the hearts and minds of American consumers.

“After more than three decades,” said PLMA President Brian Sharoff, “the PLMA show is without a doubt America’s biggest and most dynamic marketplace devoted entirely to store brands, and we’re projecting the event this year will be bigger than ever, surpassing even last year’s record-breaking show.”

Exhibiting companies will offer tens of thousands of products across virtually every food and beverage category – including prepared foods, frozen and refrigerated, ingredients, snacks, gourmet and specialty – while on the non-food side, exhibitors feature health and beauty care, over-the-counter pharmaceuticals, vitamins & nutrition, household, kitchen and cleaning products, DIY and general merchandise.

Year after year, store brands growth in the United States continues to outpace the growth of national brands, reaching new heights for sales and market share. According the latest industry sales data compiled by The Nielsen Company, store brands unit market share in U.S. supermarkets has reached 23.4% and dollar market share is now at 19.4%. Total store brands sales in the United States last year surpassed $112 billion.

For information on attending or exhibiting at PLMA’s 2014 Private Label Trade Show at the Rosemont Convention Center, November 16-18, contact PLMA (212) 972-3131 or email

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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.