Topco & Label Insight Partner on Transparency

    Topco Associates LLC and Label Insight announced today a multi-year deal. Under the agreement, Label Insight will provide high-quality product images alongside complete product attribute data sets to better inform Topco about the nutrient and ingredient composition of all Topco-procured private brand products. The agreement includes all product categories such as food, beverage, baby, pet, and cosmetics. Label Insight will also power SmartLabel pages, including images and data, for all Topco brand products.

    “We are excited to be working with Topco to deliver the industry’s only image and data solution for its transparency programs,” said Paul Schaut, CEO of Label Insight. “As the largest food retailer in the U.S., Topco is leading the way in providing their member-owners the tools to better understand the products their customers use and consume, and then communicate those insights and attributes to their customers.”

    Topco will become the first customer for Label Insight Capture, a newly launched service providing marketing, planogram and 360-degree product presentation images. At the same time, Label Insight will map each of Topco’s products’ high order attribute data to its corresponding images. High order attribute data is an enhanced, more detailed version of conventional attributes, specifically designed to meet the increasing consumer demand for better product information and transparency.

    To access high order attribute data, Topco will license Label Insight SPECs covering allergens and intolerances, specialty diets, sustainability and minimally processed products. Topco member-owners and customers will be able to view data, search and filter using SPECs and attributes, as well as drill down to product-specific pages to view data and claims from the product package.

    “We are committed to providing an unparalleled experience to both our member-owners and their customers through Topco’s Product Transparency Initiative,” said ‎Randy Skoda, President and CEO of ‎Topco.  “Being able to share granular and meaningful attribute data from Label Insight will give our members the ability to meet the varied health, wellness, lifestyle and sustainability concerns of their shoppers.”

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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.