Private Label Buyer Blog

PLBuyer Conference: Longo Team Talks Tiers

June 6, 2012
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Jenny Longo and Rob Koss told a crowd at the PLBuyer conference Wednesday that the two-year process of revamping their private label program had led Longo Brothers Fruit Market to double its private label penetration in that time.

Longo, the director of private brands, and Koss, the director of marketing, told the audience that the company had about 800 private label SKUs in place, up from about 650 before the change. Its Signature tier, a premium tier comprised of products that are unique, accounts for about 20 percent of the private label sales at Longo's today.

Overall, Longo's had about 4 percent penetration in the market before going to the two-tier approach. Today that level is 8.2 percent, they said, and Longo's hopes to improve that to 20 percent over the next five years.



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