Ciao, Italia! Walmart Debuts Sam’s Choice Italia

Thursday October 26, 2017 – New York City, New York- Walmart’s Sam’s Choice Italia Event – Photo by Andrew Kelly – AP IMAGES for Walmart

Walmart and the Italian Trade Agency have come together to cook up a line of authentic Italian cuisine for customers across the U.S. The new Private Brand line, Sam’s Choice Italia, is an extension of their premium brand Sam’s Choice.

Sam’s Choice Italia features 40 products and is available now in 3,600 stores and on Walmart.com. The assortment includes boxed dinners, bagged pastas, pesto and pasta sauces, canned tomatoes, balsamic vinegar and frozen pizzas. Walmart is working with multiple large suppliers on the new line – all based in Italy.

“Teaming up with the Italian Trade Agency is one of the many ways our Sam’s Choice brand brings authentic gourmet foods to families across America at everyday low prices. We are fanatical about quality – it’s the first ingredient in everything we do,” said Jack Pestello, senior vice president, Private Brands, Walmart U.S. “Sam’s Choice Italia is just the latest example of how Walmart is continuing to improve and innovate our Private Brand offerings while staying true to quality and everyday low prices.”

The Sam’s Choice Italia products were put through extensive testing conducted at Walmart’s Culinary and Innovation Center to ensure the flavors in each product stayed true to their Italian roots. This is the first time the Italian Trade Agency has worked with a U.S. retailer on a full line of private brand products.

“We are committed to bringing authentic Italian offerings to American households, so when Walmart approached us with this idea, we were immediately interested,” said Michele Scannavini, president of the Italian Trade Agency. “The Sam’s Choice Italia recipes have high-quality ingredients from right here in Italy, so we can guarantee an authentic Italian experience for customers.”



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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.