Raley’s Upgrades Private Brand Chicken Range

\"\"West Sacramento, CA-headquartered Raley’s has relaunched their private brand chicken range with two significant improvements. For the first time in the grocer’s 84-year history, Raley’s brand chicken is now 100% antibiotic-free and packaged in 100% recyclable trays.

Both Raley’s Private Label Chicken and Raley’s Purely Made Organic Chicken are now cage-free chickens, packaged in 100% recyclable trays and absent of any antibiotics, added hormones and preservatives. Raley’s Purely Made Organic Chickens are also raised on USDA organic, non-GMO vegetarian feed and are free-range, giving them access to roam and forage in the sun.

“Raley’s is proud to launch our antibiotic-free chicken program and 100% recyclable packaging, bringing a higher quality product to customers at the same low price,” said Todd Allen, Raley’s Director of Meat & Seafood. “These changes are a critical step in our journey and show our commitment to improving our food offerings and being sustainable in our packaging practices.”

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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.