Albertsons/Safeway Launch First ‘Certified Plant Based’ Private Brand Foods

Albertsons Companies has become the first supermarket to launch private brand Certified Plant Based foods. The retailer partnered with The Plant Based Foods Association (PBFA) on the certification and launch of the new Certified Plant Based foods, which are also USDA-certified organic. The items are part of the retailers successful O organics brand and each features the “Certified Plant Based” seal prominently displayed on the front of the packaging.

With the launch of these new ‘Certified Plant Based’ foods, Albertsons is delivering to consumers the plant-based options they are seeking,” said PBFA Senior Director of Retail Partnerships Julie Emmett. “We are thrilled to partner with Albertsons Companies on their launch, applaud them for their leadership, and look forward to a strong relationship to continue to meet consumer demand for plant-based foods.”

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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.