Defense Commissary Private Brand Names Unveiled

The Defense Commissary Agency has chosen the names “Freedom’s Choice” and “HomeBase” as the names of its new Private Brands which will begin appearing in May. That announcement came from DeCA Director and CEO Joseph H. Jeu.

“Commissary patrons have been telling us for quite some time that they want to take advantage of the value offered by store brands, but commissaries have not had their own brand until now,” Jeu said. “We are proud of our new brands, and I believe our customers are going to be very pleased with the quality and low prices that Freedom’s Choice and HomeBase bring to our shelves.”

Freedom’s Choice will be the commissary brand name for food items and HomeBase for nonfood items such as paper products and other household items. With the initial rollout targeted for May, patrons in commissaries worldwide can expect to see a number of DeCA’s Freedom’s Choice and HomeBase products.

It takes time to develop and allow for a store brand to reach maturity, so the number of Freedom’s Choice and HomeBase products will continue to grow much larger over the next four to five years.

“Freedom’s Choice and HomeBase will give our patrons another chance to save money without sacrificing quality on brands priced significantly lower than national brands,” Jeu said. “Our private label products will also be equal or lower in price to commercial grocery store brands. These products will give our patrons the quality they expect and the savings they deserve.”

Private label products are offered by retailers under their own, in-house brand or under a brand developed by their suppliers. DeCA conducted extensive research into developing the commissary brands, surveying hundreds of military members and their families to obtain their input for names and logos. “We talked to our customers about a number of package titles and showed them potential artwork for our commissary brands,” said Chris Burns, DeCA’s executive director for business transformation. “The Freedom’s Choice and HomeBase names and logos proved to be overwhelmingly popular.”

“We talked to our customers about a number of package titles and showed them potential artwork for our commissary brands,” said Chris Burns, DeCA’s executive director for business transformation. “The Freedom’s Choice and HomeBase names and logos proved to be overwhelmingly popular.”

Plans to start promoting Freedom’s Choice and HomeBase have already begun and commissary customers will be noticing these names and logos very soon.

In December, DeCA announced its partnership with SpartanNash to begin developing the commissary brands. SpartanNash, through its military division MDV, is the leading distributor of grocery products to military commissaries in the United States.



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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.