Geoff White Albertsons Private Brand Lead Promoted to EVP & Chief Merchandising Officer

Albertsons Companies has promoted Own Brands (Private Brand) President Geoff White to Executive Vice President and Chief Merchandising Officer.

Under White’s leadership, private brand penetration grew from 23.0% in FY2017 to 25.3% in Albertsons Cos. most recently reported quarter. O Organics and Open Nature represent 23.6% of the total natural and organic sales at Albertsons Cos., a 152-basis point growth from Q1 of FY2018. In 2018, the private brand team launched Signature RESERVE, an ultra-premium label that features globally sourced ingredients.

“Geoff is a customer-centric leader that brings a unique combination of creativity and analytics to achieve growth,” said Vivek Sankaran, President and Chief Executive Officer. “I look forward to working with him to transform our merchandising capabilities.”

White began his career with the company as a general clerk at Safeway in Burnaby, BC, in 1981. He eventually became director of Canadian produce operations for 210 stores. He held leadership roles in produce, dairy, frozen, deli/foodservice, produce, floral, and branded concepts at the Safeway corporate office from 2004 to 2015. In 2015, he was named the senior vice president of marketing and merchandising for the Northern California Division, and in 2017, he was appointed the president of the company’s private brand team.

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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.