Private Label Buyer

De Paoli Takes Reins At Ahold USA

July 9, 2013

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