Today I am excited to announce my presentation 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.

Private Brand – A question of trust, equity & love?

Private Brand has come a long way from the days of plain white Generic or National Brand knock offs, but how far has Private Brand come?

Christopher Durham, President of My Private Brand, together with Gayle Ireland CEO of market research firm Voccii, will present the results of their groundbreaking new research. The research transcends the traditional questions of private label research – “Are private labels as good as, or better than, national brands?” or “do you think that you will be purchasing more private label products?” focusing on the new breed of $1 billion+ natural and organic private brands that are working hard to build loyalty and create differentiation.

The pioneering national research seeks to provide a rich and insightful analysis of the natural and organic private brand space, plus individual Brands, providing a clear picture of how they contribute to business growth today. The pair will bring you exclusive insights into the landmark research that includes consumer sentiment, aided and unaided awareness, brand equity, Net Promoter score, retailer connection brand equity, and more.

Private brands include:

  • Ahold Delhaize – Natures Promise/Natures Place
  • Aldi – Simply Nature
  • Kroger – Simple Truth
  • Publix – Greenwise
  • Safeway/Albertsons – O Organic
  • Safeway/Albertsons – Open Nature
  • Shoprite – Wholesome Pantry
  • Whole Foods – 365 Everyday Value

Christopher Durham

President, My Private Brand
Co-founder, The Vertex Awards

Christopher Durham is a retailer, thought leader author, consultant, and strategist with close to 20 years of experience creating, launching and building billion-dollar Private Brands. His influential website, My Private Brand, seeks to drive the changing Private Brand landscape, focusing on the emerging art and science of Private Brand management.

He is a trusted consultant for many of the world’s leading retailers, including Petco, Family Dollar, Staples, Office Depot, Best Buy, Lowe’s Home Improvement, and Grainger.

While working at Lowe’s Home Improvement, he developed and implemented the strategy for their multi-billion dollar portfolio of Private Brands, as well as creating and managing many of those brands. Before Lowe’s, he served as brand manager at Delhaize America, where he developed and delivered retail brand marketing as well as Private Brand strategy and development for Food Lion.

In 2017 Durham released the follow-up to his much-acclaimed first book “Fifty2: The My Private Brand Project.” His most recent book “Vanguard: Vintage Originals” presents a rich photographic look at Private Brand in America dating back to the mid-1800s and its implications for today’s retailers.

He has been featured in columns and interviews in the Washington Post, Brand Packaging magazine, The Dieline, Global Retail Brands, Food Processing magazine, Retail Leader, and PLMALive.

Durham lives in Charlotte, NC with his wife Laraine and two daughters, Olivia and Sarah.

Gayle Ireland

CEO, Voccii

Voccii co-founder Gayle Ireland has over 30 years of market research experience on both the supplier and client-side. For the last six years, Gayle and her team have conducted the Vertex Awards judging.

Gayle holds an MBA and a Professional Researcher Certification (PRC) awarded by the National Marketing Research Association. The PRC distinction is earned and maintained through rigorous testing and education, making her a unique and exclusive asset to businesses.

Gayle is in high demand nationally as a focus group moderator and she regularly consults with national and international brands such as Britax, Char-Broil, Bojangles, Duke Energy, and the YMCA.



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.