ShopRite Debuts New Premium Private Brand Frozen Shrimp

ShopRite this week announced a new line of premium frozen shrimp — the latest addition to ShopRite private brand.  ShopRite Shrimp are preservative and antibiotic-free, and 100% sustainably sourced.

ShopRite Shrimp achieved four stars — the highest rating available from the Global Aquaculture Alliance – by meeting international standards for environmental and social responsibility. That means the retailer can trace the shrimp back to the farm where it’s raised and harvested before being flash frozen to lock in freshness and great taste.

ShopRite has been at the forefront of offering premium seafood to its customers, with an on-site seafood inspector and fresh deliveries to stores seven days a week. The ShopRite Shrimp comes in both cooked and raw frozen varieties, and the cooked variety is cooked in shell for maximum flavor and peeled afterwards for convenience. The only thing added to ShopRite Shrimp is natural sea salt.

“We are proud to offer this high quality shrimp, which also has a great story when it comes to sustainability. The farms where our ShopRite shrimp are raised follow responsible practices that minimize environmental impacts, respect worker rights, and produce food safely and sustainably. This signature addition to our private label is another example of our great premium brand ShopRite private label products that taste great and are top rated in the industry,” said Karen Meleta, spokesperson for ShopRite.

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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.