Check out this well done piece on Private Brands from Barbara Soderlin at the Omaha World-Herald.

Grocers’ private-label goods — increasingly high end with gourmet ingredients — help boost supermarket sales

You could leave Baker’s with a cart full of a dozen different brands and not realize the products all come from the same company.

A Fresh Selections salad kit, HemisFares Italian pasta, and a tub of Private Selection sea salt caramel truffle ice cream for dessert?

All these products — and hundreds more on the store’s shelves — are made by or exclusively for Baker’s parent company, Kroger, the nation’s second-largest grocer.

Kroger and some other grocery retailers are seeing a growing share of sales come from these private-label products, and shoppers should expect to keep seeing new items and private brands pop up on store shelves.

And they’re far from old-fashioned generics. Private-label sales took off in the penny-pinching Great Recession, but today the private-label products you see will increasingly be high-end, with gourmet ingredients, or will be found on the store perimeter, where health-conscious shoppers are hunting for fresh produce and meat.


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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.