Associated Food Stores Launches Private Brand Content Marketing Program

Salt Lake City, Utah based Associated Food Stores (AFS) and Vimax Media have established a cooperative Private Brand content marketing program promoting Associated Retail Operations (Macey’s, Lin’s, Dan’s, Fresh Market and Dick’s Market), Brookshire Brothers, Stater Bros., Price Chopper and Roche Bros private brands. The program includes custom branded recipes, images and video development designed for social and digital media and in-store marketing initiatives. This effort is designed to aggregate the marketing efforts of the independent retailers and wholesalers which will bring efficiencies and cost savings to a vital part of their businesses.

This program is a continuation of a previously established AFS and Vimax Media content subscription program consisting of aggregated weekly food-related content that is available to AFS corporate banner and independent member stores. This content is part of a growing partnership between these groups to provide omnichannel marketing solutions to both AFS wholesalers and retailers in efforts to boost customer engagement, drive in-store visits and build their brands, offering quality content at an affordable rate.

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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.