Fine food distributor RH Amar is joining forces with Daymon in a bid to spice up the UK’s fine foods offering across a number of categories.

The partnership will kick off with both parties identifying those UK private brand categories with the most potential to benefit from a makeover, as well as those that have the most untapped potential.

Daymon will focus on generating innovation and concept development in conjunction with RH Amar, while RH Amar then focus on the commercial execution of private brand launches created by the partnership.

RH Amar MD Rob Amar

RH Amar MD Rob Amar adds: “Our new partnership with Daymon will allow retailers to benefit from a single point of contact for their private brand development, offering the opportunity to strengthen retailers’ current assortments while ensuring their private brands stay competitive.”

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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.