Don’t Miss Fresh Direct’s Carrie Mesing Present at Velocity

My Private Brand is proud to announce that Carrie Mesing, Senior Director of Private Brands for Fresh Direct will speak at Velocity: The My Private Brand Conference, September 13-15, 2017 which will be held at the Omni Hotel in Charlotte, NC. She will join more than a dozen retail executives from leading retailers in the country as well as challengers and thought leaders focused on pushing the industry forward.

Mesing was instrumental in developing FreshDirect’s Vertex Award winning private brand programs and is passionate about source identification in both branded and private branded goods. Prior to joining FreshDirect, Mesing worked at private brand brokerage firm Daymon Worldwide. Mesing serves as a mentor to startup food brands through the food accelerator Accel Foods.

She will present “Building a Better Brand in the E-commerce Age.”

This presentation delves into the history of FreshDirect and gives background on the company’s creation of their innovative private brand line, JUST FreshDirect. Carrie Mesing, FreshDirect’s Senior Director of Private Brands, will highlight the importance of transparency to build strong relationships with customers and suppliers, and share tips and tricks for what it takes to win as a private brand in the grocery space.

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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.