Albertsons Appoints Geoff White President, Own Brands

Albertsons Companies today announced that Geoff White has been appointed to the new position of President of the company’s Own Brands organization. In this new role, White will lead the Own Brands team, including the Culinary Kitchen and Technical Center. He will be responsible for furthering the growth, development, and innovation of the company’s Own Brands products, including O Organics, Lucerne, Open Nature and the extensive line of Signature™ products.

“Geoff is a visionary merchant who understands the evolution of our company’s Own Brands and the significant role they play in our overall strategy,” said Shane Sampson, Executive Vice President and Chief Marketing & Merchandising Officer. “Our Own Brand items are integral to how we earn customer loyalty. We’ve developed a nimble process that responds quickly to consumer trends with popular products over the last two years, and I’m excited to see how our team and brands further their development under Geoff’s leadership.”

White started as a general clerk in Burnaby, British Columbia in 1981 and held positions of increasing responsibility over the next 17 years, culminating in being named Director of Canadian Produce Operations, where he was responsible for all Produce sales, marketing, and merchandising, spanning western Canada with 210 stores. In December 2004, White was named to a Group Director position at the Safeway corporate office and was eventually promoted to Vice President of Produce. In 2010 he was named Senior Vice President, and over the next five years led several functions including Dairy, Frozen, Deli/Food Service, Branded Concepts, Produce and Floral. In 2015, he was named the SVP of Marketing and Merchandising for the Northern California Division.

White will be located at the company’s Pleasanton, CA campus.



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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.