Packaging / Channels / Trend Features / Tactics / Warehouse/Club

You're the Top

May 9, 2012
/ Print / Reprints /
/ Text Size+

private label the next generationSpeaker suggests top display for PL products in podcast.

Schenectady, N.Y.-based Price Chopper’s director of corporate brands Mike DeJulio says end cap displays can be an effective and useful tool to promote private label products.

In a preview of remarks he’ll give as a speaker at Private Label: The Next Generation, PLBuyer’s  June conference in Chicago, DeJulio stressed the immediacy of end cap displays. The full podcast of DeJulio’s interview with PLBuyer editor Chris Freeman can be heard at

“Leveraging end cap displays are extremely important for a retailer in a supermarket chain,” he says. “When [consumers] enter the store, at that point, you really have to have a commitment to corporate brands to try to convince the consumer that it’s the right value and the right quality and the right products to buy.”

DeJulio added that merging private label products with national brands in the display can be the best way to add value.

“The display is really an evolutionary process … If the end cap is merchandised effectively by the category sales, you can take a low-margin national brand item and blend it out with a high-margin corporate brand offer,” he says. “So it’s truly incremental.”

The conference will be held at the Hilton Chicago from June 5-7, and more information on registration is available at DeJulio says he knows what he’s looking forward to from the event.

“New, exciting, innovative ways on how to drive corporate brand sales,” he says.

DeJulio is one of six retail speakers scheduled to appear at PLBuyer's conference. Selected previews of presentation from those and other keynote speakers will be available at

Keynote speakers set to address the audience in June include Supervalu vice president of private brands Sam Mayberry, Safeway senior vice president of consumer brands Joe Ennen, Nielsen senior vice president of consumer and shopping insights Todd Hale and Private Brand Advisors founder Terry Lee.

Other retail speakers scheduled include Mary Rachide, divisional vice president of private brands at Family Dollar, Longo Brothers Fruit Markets’ Jenny Longo, director of private brands, and Robert Koss, the vice president of marketing and Chuck McDaniel, director of category management for Brookshire Brothers.

The conference kicks off with registration and a welcome reception Tuesday. In the two days that follow, attendees will be eating, and rating the taste of, private label products at every meal. The results of the voting, as well as which private label foods have been tasted, will be revealed in the final conference event the afternoon of June 7.

Hotel reservations at the Hilton Chicago are due by May 14. There is a discount on registrations for more than one person attending from the same company. For more information, contact conference coordinator Tracy Kraft at 847-405-4022 or  For details on sponsorship or menu opportunities, contact Todd Tamcsin at 623-825-5414 or, or Don Beal at 909-889-4506 or

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.



Image Galleries

October 2014 New Food Products

This month's new food products are seasonings, Greek yogurt dip, seaweed snack, mushrooms, candy, shredded cheese, chocolate, broth, ice cream bars, salad topper, and wine.


Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB October 2014 cover

October 2014

The October 2014 issue of Private Label Buyer includes new perspectives on produce, as well as category insights on pasta, rice, and potatoes. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px

PLB Marketplace