Local Tastes, Local Opportunity, Local Products

Take a look at this interesting video for Kroger from Bobby Ukrop, President, and CEO of Ukrops Homestyle Foods. In early 2017, the brand expanded to Kroger and Wegmans stores. Ukrop’s Super Markets was a significant grocer in Richmond, Virginia before it sold most of its stores in 2010 to Ahold, which converted them to the Martin’s banner. The Ukrop family retained its private brand prepared foods and bakery operations and evolved the UKrops brand to stand alone.

Bobby Ukrops perspective on local is spot on. Retailers and their Private Brands would do well to expand their selection beyond mass-produced easily replicate-able product to local and specialty products. Winning in retail today is about creating compelling shopping experiences and craveable unique products.“It is vital for a grocer to take advantage of local tastes and take advantage of the opportunity to deal with local suppliers who can provide them with what their customers want. Kroger customers come in here and they feel I am glad I am doing business with Kroger. They are taking care of my needs. They really care about the community. Not with what they say but with what they do on a daily basis.”

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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.