Woolworths Debuts First Australian Private Brand Halal

Woolworths will become the first grocer in Australia to make and sell private brand halal food. The range will be called Al-Sadiq, which means truthful in Arabic, and will begin selling in May or June. The line will debut in 20 stores in communities with high Muslim populations.

The brand, which has been created and certified with consultation from the Islamic Council of Queensland, will initially include only halal chicken before expanding later in the year.

Woolworths also has plans to expand its private brand international foods including Indian foods, Middle Eastern, South African and kosher.

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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.