Categories
Fresh Market

Making It Pop: A Private Brand Perspective

\"TheCheck out this great Private Brand related opinion piece from package design site The Dieline written by Alex Blake and Andy Kurtts of Greensboro, NC based grocer The Fresh Market. The team will be speaking at The Dieline Conference on Oops, I Became a Package Designer on Tuesday, May 11 from 10:15 to 11:15 pm.

\"AlexMaking It Pop: A Private Brand Perspective
“Design is challenging. Designing packaging is even more challenging. But, designing packaging for a private brand? That’s a whole other ballgame when it comes to boundaries and hurdles.”

First, what is a private brand? By definition, it’s a brand owned not by a manufacturer or producer but by a retailer who gets goods made by a contract manufacturer under their own retail label. (Also sometimes called “Private Label” or “Store Brands”).

So, with that in mind, think about the creative process. Typically, there are no custom dielines in private brand design. Rarely do you get work with fancy paper stocks or unique bottles, boxes or jars. Even lid colors can sometimes be limited to only a handful of tasteless primary color choices. Printing options are usually limited to the how the manufacturer prints their own packaging in order to “piggy-back” and save costs. It is for these reasons that store brands are usually less expensive. The price is a reflection of the process, not the quality of the product. In fact, in our case, at The Fresh Market we strive for all of our private brand products to be as good as or better than the national brand equivalent.

Read the entire article

\"12_8_13_OpinionSeries_TheFarmersMarket_3\"

The Fresh Market Private Brand will also featured in my upcoming book “Fifty2: The My Private Brand Project” which will be published in early 2014.

\"\"
Categories
Fresh Market PLMA Sprouts Farmers Markets X Sunflower Farmers Market

Alternative Grocers Prove Store Brands Work

\"\"Alternative/specialty grocers have demonstrated that they can grow and become very profitable and are using Private Brands to do it, according to Roy White in a new video report for PLMALive!

White describes alternative grocers as those that focus on health and high quality products, have fewer SKU\’s, and unique Private Brands. The stores themselves are smaller and also employ highly trained associates to assist customers. White described two chains that are seeing success in this market: Fresh Markets and Sprouts Farmers Markets.

The Fresh Market, a Greensboro, North Carolina based grocer, operates over 120 stores throughout the south, focusing on North Carolina, Georgia and Florida. This chain has seen sales grow 11% during the fiscal year that ended this past January and their net income double in that time from the previous year. The chain is also quickly expanding, having added 20 stores since January 2011 and looking to add more.

Sprouts Farmers Markets are based on Phoenix and operates chains in eight western and southwestern states. Sprouts recently acquired the Sunflower Farmers Market chain, and they are expected to help total sales reach almost $2 billion by years and, averaging almost $15 million dollars for the year in each location.

Although Fresh Markets and Sprouts already feature a large portion of private label in their stores, there is always room for private label to make a bigger move. With focus on unique products, private label should look to further its presence in this alternative market.

Watch the report www.plmalive.com.

\"\"
Categories
All Other Canada CBX Daymon Design Daymon Worldwide Fresh & Easy Fresh Market Michael Osborne Design P&W Roundy's Sam's Club Spartan Foods Tesco Walgreens

And the Winners Are…The Design Excellence Awards

As a follow up to last weeks article on the PLBuyer Design Excellence Awards ceremony I am happy to feature the fourteen category winners that were presented by PLBuyer Publisher Brion Palmer at the awards ceremony last Monday evening in conjunction with the annual Private Label Manufacturers’ Association trade show. To see all of the nominees read this months issue of the magazine.

Private Brand  development and design has certainly come a long way over the last few years and some of the designs in this competition are remarkable, however, I can\’t help but wonder if they would all fare well in a design competition that includes the national brands. To truly differentiate Private Brand executives must not only talk about differentiation but make the hard decisions that create differentiation. They must stop following and start leading, it is much easier and more comfortable to copy the national brand or the private label across the street. Great design is not only the responsibility of the agency or designer but the client…Private Brand Retailers – Be Brave! Be Daring! Be Different!

Category: On-Shelf

\"\"Winner:
Michael Osborne Design
Sam’s Club
Daily Chef Premium Quality Elbow Macaroni

Category: On-Shelf Premium

\"\"Winner:
The Fresh Market
TFM Chocolate Bars

Category: Beverages

\"\"Winner:
World Brews
Retailer: Fresh & Easy
Hopper Whitman Belgian White

Category: Beverages Premium

\"\"Winners:
Roundy’s Supermarkets / equator
Mariano’s Fresh Market and Metro Market
Product: Vero

Category: Frozen Value

\"\"Winner:
Watt International
Retailer: Longo Brothers Supermarkets Inc.
Product: Longo’s Value Tier

Category: Frozen NBE

\"\"Winner:
Daymon Design
Retailer: Spartan
Product: Spartan Premium Ice Cream

Category: Refrigerated NBE

\"\"Winner:
Michael Osborne Design
Retailer: Sam’s Club
Product: Artisan Fresh Artichoke Spinach Dip

Category: Refrigerated Premium

\"\"Winner:
Pemberton and Whitefoord
Retailer: Tesco
Product: Tesco Finest Italian Ready Meals

Category: Health & Personal Care

\"\"Winner:
Pharmaca Integrative Pharmacy
Product: Pharmaca Hand Soaps

Category: Pet Food/Care/Supplies

\"\"Winner:
CBX
Retailer: Walgreens
Product: Pet Shoppe

Category: Eco-Friendly

\"\"Winner:
Lotte Mart
Product: Smart Eco Tissue (Facial)

Category: Household Goods

\"\"Winner
Daymon Worldwide (Massmart)
Retailer: Game, Makro and Builders Warehouse
Product: Garden Master Lawn Dressing

Category: Beauty & Cosmetics

\"\"Winner:
Watt International
Retailer: Zellers
Product: Sentiments

Category: Baby Care

\"\"Winner
Michael Osborne Design
Retailer: Sam’s Club
Product: Simply Right Baby Formula

Best of Show:

\"\"Winner
Michael Osborne Design
Sam’s Club
Daily Chef Premium Quality Elbow Macaroni

\"\"
Categories
Fresh Market

Almost Scratch Made Private Brand From The Fresh Market

\"\"This week Greensboro, North Carolina based premium grocer The Fresh Market features its new Private Brand. “Almost Scratch Made – TFM Baking Mixes” in its weekly Fresh Ideas specials.
The new TFM baking mixes offer old-fashioned favorites (some with new twists) as well as seasonal favorites. Options include:

  • \"\"Scones – Simply combine the included mix with heavy whipping cream to make your dough. Knead and pat into a circle before cutting into wedges and baking. Top with melted butter and granulated sugar. Available in Blueberry, Orange Cranberry, Maple Bacon, Pumpkin and Vanilla Bean.
  • Cupcakes – These mixes make the most moist and delicious cupcakes. Mix with oil, water and eggs and bake to perfection. Includes an easy recipe for optional cream cheese frosting. Available in Carrot Spice and Red Velvet.
  • Brownies – Butter, eggs, water, the mix and 30 to 35 minutes of oven time are all you need to enjoy these delectable, gooey treats! Available in Chocoholic and Peanut Butter.
  • Quick Bread Mix – Make into a loaf or muffins, the choice is yours. Simple combine mix with eggs, oil and milk and you\’re on your way to a flavorful treat! Available in Gingerbread and Pumpkin.
  • Mint Chip Cookies – Whip up a batch of this mint infused cookie dough in no time and enjoy melt-in-your-mouth cookies with half the mess!
  • Classic Crepes – If you\’ve ever wanted to create the perfect crepe but aren\’t sure where to start, now you do! Just combine the mix with butter, eggs and water and you\’re on your way to a delicious treat. Fill with whipped cream and your favorite fresh fruit then sprinkle with confectioners\’ sugar.

 

\"\"
Categories
Fresh Market

Live Leaner With Fresh Market Private Brand Cereal

\"\"Greensboro based premium grocer The Fresh Market announced the introduction of their new Private Brand line of cereals The Fresh Market Live Crunchy and Live Leaner in their magazine, Inspirations as well as a post on their Facebook page. According to the Fresh Market website, \”The Fresh Market Live Crunchy and Live Leaner Cereals are packed with protein and full of fiber – not to mention loaded with flavor! Choose from Live Crunchy Honey Almond Flax, Live Crunchy Original Multigrain or Live Leaner with 9 Whole Grains. Living well has never been so easy!\”