urban-meadow-2Staten Island-based Key Food Stores Co-op, Inc. is a cooperative of independently owned supermarkets which are found in Connecticut, New Jersey, New York, and Pennsylvania. The cooperative also operates stores under the Key Food MarketplaceKey Fresh & NaturalFood DynastyUrban MarketFood World, Food Universe MarketplaceSuperFresh, and former A&P banner The Food Emporium. This past Thursday, Michelle Gissi, Key Food’s integrated marketing manager announced the launch a new private brand called Urban Meadow designed to optimize and consolidate their private brand portfolio. The announcement came as a part or the cooperative’s annual Vendor Summit.

The new brand debuted recently with a limited number of peanut butter SKUs in 20 stores, Gissi said. If that test proves successful — “and we believe it will be,” Gissi remarked — the company will roll out the name on a category-by-category basis throughout 2017, beginning with items such as olive oils, that are due for repackaging.

According to Gissi the brand could eventually replace a tiered selection of Key Food-branded shelf-stable and fresh items.

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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.