Walmart Partners With Celebrity Chef Robert Irvine

screen-shot-2016-10-20-at-9-58-06-pmRetail giant Walmart introduced Signature Sidekicks by Robert Irvine, an exclusive line of four fresh-cut vegetable products for use in cooking and meal preparation. Celebrity chef Robert Irvine appears in videos for the products promoting recipes which use chicken, salmon, shrimp or beef.

robert-irvineSignature Sidekicks products include:

  • Garlic Balsamic Broccoli with broccoli, red onions, garlic balsamic oil, golden raisins and toasted pine nuts.
  • Braised Collard Greens with collard greens, cider vinegar, mustard barbecue sauce, red onions, Applewood smoked bacon and grapeseed oil.
  • Provencal Ratatouille with red onions, zucchini, yellow squash, red swiss chard, Kalamata olives, sundried tomato mixes, garlic and grapeseed oil.
  • Sesame Ginger Stir Fry with bok choy, red onions, carrots, snow peas, Asian sesame ginger sauce, garlic and grapeseed oil.


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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.