Wegmans Organic Point of Difference

Founded in 2006, The Wegmans Organic Farm and Orchard sits on nearly 50 pastoral acres owned by the Wegman family along West Lake Road in Canandaigua. The farm’s mission is to follow consumers growing desire for fresh produce that is both organic and sustainably grown. The retailer operates the Organic Farm & Orchard to develop and share best practices with both customers and regional partner-growers. The farm works continually to grow the best-tasting varieties and extend the northeastern growing seasons, making local farms more economically sustainable.

The farm and orchard is an exciting example of a retailer expanding the traditional notion of differentiation and private brand well beyond simple packaged goods knock-offs to farming practices, product development, and customer experience. This is the kind of private brand innovation that will not only stand up against Amazon and Whole Foods but ultimately beat them.

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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.