SpartanNash Expands Our Family to Michigan

SpartanNash is proud to introduce their Our Family private brand to its Michigan market, expanding the brand to its 87 retail stores – including Family Fare Supermarkets, D&W Fresh Market, Forest Hills Foods, ValuLand and VG’s stores – and more than 300 independent retail customers throughout the state.

The Our Family brand has offered “Quality since 1904,” including risk-free Satisfaction Plus Guarantee; Facts Up Front nutritional labeling; category specific packaging; and a community support program, Direct Your Labels. Our Family was featured

The Our Family brand will serve as the core exclusive private label brand for SpartanNash, with other brands completing the portfolio, including the Open Acres fresh brand and Full Circle line of organic and eco-friendly home products.

Our Family products are available in every aisle of the store, offering customers quality and value on everything from pantry staples like milk and peanut butter to non-food items such as batteries and aluminum foil. The brand also offers on-trend items, including several flavors of sparkling water, Greek yogurt and breakfast bars.

“We are excited to offer Our Family products to our store guests and independent retail customers in Michigan, because it reflects on SpartanNash’s commitment to great products at affordable prices,” Vice President of Private Brands John Paul said. “Our Family is here for yours, whether you’re planning a quick and easy dinner for your on-the-go family or a weekend party with friends and neighbors.”

The transition to the Our Family brand offers store guests and independent customers a broader product assortment – with nearly 2,000 items located throughout the store – and a tradition of more than 100 years of excellence at an everyday low price.

The Our Family label also strengthens the SpartanNash private brand portfolio. SpartanNash will distribute Our Family brand products to all of its corporate-owned retail stores in nine states, as well as its independent retail customers throughout the country.

“Our private brands are one of our true competitive advantages in the crowded marketplace today, and we have already begun rolling out the Our Family brand to all stores serviced through the company’s Grand Rapids Distribution Center, with many items already in stores for customers to enjoy,” SpartanNash President and CEO Dave Staples said. “One key element of our future success has been streamlining our supply chain and creating the ability to deliver the largest variety of quality products from any distribution center, to any customer.”

The Grand Rapids Distribution Center currently supplies more than 700 Our Family products to SpartanNash’s corporate-owned retail stores and independent customers in Michigan. The number is expected to grow to nearly 2,000 items by April.

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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.