Kroger Launches Hemisfares

Kroger HemisfaresOn a conference call Friday Cincinnati-based grocer Kroger announced second-quarter earnings and CEO Rodney McMullen officially announced the launch of a new private brand Hemisfares. Each product will be curated from around the world and imported by the retailer. The brand has been on shelves since early this year and won a Vertex Awards in this years global competition.

“Hemisfares brings only the best food finds from around the globe to our food curious customers for an amazing authentic eating experience,” McMullen explained. “It’s a guide tour of the best tastes on the earth.”

“The whole idea of Hemisfares is to allow our customers to take a journey of food experience around the globe without having to leave home,” CFO Mike Schlotman reiterated on the call. “Some of this product, it’s the first time that anybody’s gone through the trouble of importing the product with some of the items in into the U.S. that we have.”

“We find customers are increasingly becoming foodies,” McMullen said. “And it’s really trying to figure out how do you find great products that will satisfy that foodie need experience they want in a way that is actually a very affordable price.”



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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.