Meijer Celebrates National Ice Cream Day With Purple Cow

Americans are the biggest ice cream consumers in the world, eating approximately 48 pints every year. As National Ice Cream Day approaches, Grand Rapids, Mich.-based retailer Meijer is helping kick off the festivities with insights on all things ice cream.

Purple Cow ice cream, the retailer’s private brand, dates back to 1934 and now offers more than 40 flavors. Every year, Meijer sells more than three Olympic swimming pools worth of the ice cream and if every package of Purple Cow sold last year was lined up, it would reach more than 439 miles.

Take a look at the great video above that tells the story of Purple Cow in the words of Executive Chairman Hank Meijer. This is the authentic brand story that simply cannot be created overnight. A story that turns what could have been a generic private label into a brand.

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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.