Industry News / Retailer News / Channels / News / Grocery

De Paoli Takes Reins At Ahold USA

July 9, 2013
/ Print / Reprints /
/ Text Size+

If Ahold USA is to forge a path to 40 percent private label penetration by 2016, it will do so with a new leader involved.

Juan De Paoli started his first week with the company as its senior vice president of brand management and own brands. He most recently was the vice president of center store program management for Topco, and spent 12 years before that at H.E. Butt, finishing as the director of own brands.

Ahold CEO Dick Boer told analysts on the company’s annual earnings report call that the Netherlands-based company was eyeing 40 percent penetration levels for private label in the U.S. by 2016. Boer called it an ambitious goal, with reports of penetration levels around 30 percent in the U.S. in 2010.

“Juan is a proven leader in successful own brand development and brand management and will help

Ahold USA accelerate Own Brands offerings in every aisle of the store,” said Erik Keptner, executive vice

president of marketing, in a news release.

De Paoli will report to Keptner and oversee strategic brand management along with the strategic development, growth, and profitable execution of own brands.

Ahold USA operates nearly 775 supermarkets under the Stop & Shop, Giant Landover and Giant Carlisle banners.

De Paoli Ahold mug

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

Recent Articles by Chris Freeman

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



Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.


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 September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. 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.

PLB Marketplace


facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px