Today I am excited to announce the next speaker for the 2020 edition of Velocity: The My Private Brand Conference taking place May 11-13, 2020 in Charlotte, NC at the Le Meridien Hotel.

Over the next few weeks, we will announce the entire agenda and I promise this year will be bigger, better and more groundbreaking. Our next speaker is:

Jason Ulichnie is the Vice President of Own Brands for Schnucks Markets where he oversees Own Brand new product development, product testing, packaging design, and in-store merchandising. Before joining Schnucks in 2017, Jason spent three years as VP of Own Brands for Southeastern Grocers where he spearheaded the development and launch of the SE Grocers family of brands. Before SEG, Jason spent six years at Walmart US where he held various leadership positions in Marketing, Merchandising, and Private Brands. He holds a BBA in Marketing from the University of North Texas and an MBA in Marketing from the University of Texas at Dallas.

He will present

Cashing Checks and Breaking Necks

How Schnuck Markets took an Own Brand program on life support and turned it into a strategic weapon. From early assessment, planning, and strategy to win the hearts and minds of non-believers, Jason walks you through his approach step-by-step.



Velocity: the My Private Brand Conference is a 2.5-day curated event focused exclusively on retailer-owned brands with an audience of more than 200 industry leaders in Charlotte, NC. Our goal is to bring together the brightest minds in private brand to give talks that provoke conversations that matter.

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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.