Private Label Buyer

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May 9, 2012

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