Smart & Final Launches Private Brand Charitable Giving Campaign

First Street - Top Banner copyToday, Commerce, California-based retailer Smart & Final, announced the launch of its new giving campaign, First Street First Percent, which donates the first one 1% of net profits from the sale of their First Street private brand products at its US-based Smart & Final banner stores in California, Nevada and Arizona to the Smart & Final Charitable Foundation to support local nonprofits.

“Smart & Final has a long history of giving back to the communities we serve. With our new First Street First Percent program, we are taking our community commitment to the next level,” said Smart & Final CEO Dave Hirz.

first Street - kids imagesFirst Street, Smart & Final’s flagship private label brand, features more than 2,000 quality products and represents over 23 percent of Smart & Final’s total sales. Customers can find First Street products across most categories throughout the store, from grocery, frozen and dairy to packaging and cleaning products.

Starting today, Smart & Final customers will see signage throughout the store that provides information about the First Street First Percent program and showcases how their purchase of First Street products can benefit local communities.

“Now when customers buy First Street products, our premier private label brand, they will be giving back to local communities through our Smart & Final Charitable Foundation,” Hirz said.

Through the Smart & Final Charitable Foundation, funds generated will support local nonprofits, e.g., food pantries, Little Leagues, Boys & Girls Clubs, the American Heart Association, Special Olympics, Olive Crest, local schools and many more.

“Buying First Street products will mean better playgrounds, more music in schools, more new uniforms and more meals for friends and neighbors in need,” he said.

Throughout the years, the Smart & Final Charitable Foundation has donated millions of dollars to causes and organizations focused on four key areas – health and wellness, education, hunger relief, and team sports and youth development.



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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.