Hy-Vee Promotes Health With the Drink Up Partnership

Hy-Vee Drink Up

The Partnership for a Healthier America (PHA), which works with the private sector and PHA Honorary Chair First Lady Michelle Obama to solve the nation’s childhood obesity crisis, announced that the city of Houston, Texas, retailer Hy-Vee and Vapur have joined its Drink Up initiative, which encourages people to drink more water more often. Hy-Vee will place the Drink Up logo on Hy-Vee private brand spring water packs and individual bottles and support the initiative through ongoing social media campaigns.



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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.