Private Brand & Healthy Eating from Ahold Delhaize

Whether they are offering a wider assortment of fruits and vegetables, improving the nutritional value of private brand items or providing nutrition education and community outreach, Ahold Delhaize’s U.S. banners are supporting and inspiring customers to help them meet their goals to eat healthier.

Megan Hellstedt, VP of Sustainable Retailing, and Julie Greene, Director of Health and Nutrition, recently sat down to discuss the healthier eating trend – and how private brands are responding.

“What we’re seeing is a real return to basics,” Julie said. “People are looking for wholesome, real foods that don’t have a lot of artificial ingredients in them. There’s a return to food that our grandparents would know as food.”

Other trends are on the rise, such as veganism, vegetarianism and flexitarianism – the consumption of plant-based proteins with the occasional inclusion of meat.

“A lot of people are trying to live their values, whether it’s a sustainable food system, or whether it’s something they’re trying to do to improve their health through eating more fruits and vegetables,” Julie said. “We are seeing a lot of food trends that really lean into whole foods, and much more produce, so that’s exciting and an area where Ahold Delhaize brands really shine.”

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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.