Tesco Private Brands Debut in Jordan

Tesco front

Premium Jordanian supermarket Cozmo announced this week that it has signed an exclusive agreement with Tesco’s exclusive distributor of private brand in the Middle East and North Africa – MENA Holdings Group Ltd, M H Group. This agreement ensures that Cozmo will be the first and only supermarket in the Kingdom of Jordan to offer Tesco products.

The retailer will carry Tesco Finest, Tesco and Tesco Everyday Value, which includes a wide range of Tesco products including: frozen vegetables, ready-made meals, ice cream, cereals, canned goods, nuts, confectionery, oil and sauces.

Commenting on the occasion, Mr. Imad Bukhari, CEO of THE Group – the retail company behind Cozmo, Readers, Hamleys, and BHS – said, “At Cozmo, we are committed to providing our customers with the finest selection and diversity of products, celebrating Jordan’s exceptional local offerings while introducing the Kingdom to an endless array of international tastes. As the exclusive retailer of Tesco products in Jordan, we are honored to partner with a brand that embodies our commitment to quality and excellence. I am confident that our customers will delight in this new range of products available at all our supermarket branches.”

“The Tesco private label range is world renowned for great quality, choice, and price. These exceptional products delight millions of customers in many countries every day and we are very pleased that Cozmo customers will now be able to enjoy the same products in their local stores,” said Darren Craven, Group Chief Executive Officer M H Group (MENA Holdings Group Ltd).tesco-cream-01



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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.