openacresSpartanNash has introduced Open Acres, a new private brand focused on fresh foods and produce. The new brand is backed by a 200% Freshness Guarantee. If a customer isn’t 100% satisfied with the product SpartanNash will cover the cost of the item, and the cost of a replacement item of any brand. In addition to produce, Open Acres offers other fresh products including bakery, deli, meat and seafood departments.

“The introduction of the brand closes a gap in our portfolio of private brands that existed in our non-Michigan footprint,” said Dave Staples, executive vice president and chief operating officer. “These products will deliver national brand or better quality, and significant savings to consumers at company-owned and independent store locations.

“We continue to expand our private brand program,” said Staples. “This expanded offering includes our natural and organic Full Circle private brand line, as well as a significant increase in SKUs across organic produce and healthy specialty items.”

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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.