Today I am excited to announce the next 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. Dan Fairbanks, GMM, Corporate Foods, and Global Private Label, PriceSmart and Maria, Dubuc, President, MBD will present:

Hola PriceSmart! Explore Private Brand at the largest membership warehouse club in Central America and the Caribbean


A look inside California based PriceSmart, Inc., its unique Hispanic customer, private brand growth, and marketing. This retailer is the largest operator of membership warehouse clubs in Central America and the Caribbean. The retailer operates 45 warehouse clubs in 12 countries and one U.S. territory: seven each in Colombia, Costa Rica and Panama; five in Dominican Republic; four in Trinidad and Guatemala three in Honduras; two each in El Salvador and Nicaragua; and one each in Aruba, Barbados, Jamaica, and the United States Virgin Islands.


Dan Fairbanks is the GMM, Corporate Foods, and Global Private Label California based Central America and Caribbean membership warehouse club PriceSmart. Dan is responsible for developing and executing the retailers’ global Private Label strategy, driving innovation, and leading product development across all 13 countries which PriceSmart operates. 

Dan led Tesco owned Fresh & Easy’s largest commercial business unit, Dairy/Deli and Refrigerated Foods where he oversaw all aspects of buying & merchandising, including strategic planning, category management, supplier relations, and Private Label development. 

Before joining Fresh & Easy, Dan served as the VP of Retail Client Solutions for IRI, where he delivered business and consumer insights to retail partners.

He spent more than a decade at Pleasanton California based grocer Safeway where he progressed from Food Clerk in Redmond, Washington to Category Director of Non-Perishables at the corporate headquarters in Pleasanton, CA.

Dan holds a Bachelor of Science in Business Administration from San Diego State University.


Maria DubucMarketing By Design, PresidentBig Red Rooster, Vice President

A 25-year pioneer in creative management, Maria’s key talent is to combine a career’s worth of branding experience into something personal and unique for each and every client. In the Private Label space, she has coordinated both new and rebrand programs for a diverse set of retailers including Wild Oats, Smart & Final, Sprouts, The Home Depot, WinCo Foods, PriceSmart and most recently 7-11 and Natural Grocers.

With SKU counts from 1,000 to in excess of 10,000 annually, Maria focuses on the scalability of design and the execution of SKUs driven by the efficiency of commonality and consistency. Under Maria’s guidance, her team developed Workflow by Design, a proprietary workflow management program that allows large enterprises to initiate, track, and approve projects.

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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.