Profiles by Greg Sleter
private label
hall of fame
The Private Label Hall of Fame’s Class of 2024 showcases the deep level of talent in an industry that continues to grow
“We’re thrilled to honor this incredible group of men and women for their excellence in these four important categories,” said Peggy Davies, president of PLMA. “They truly deserve this special recognition for going above and beyond in their contributions.”
This special section features profiles of each of the new Hall of Famers.
Sixteen leaders from the world of private brands were recently honored as the newest inductees to the Private Label Hall of Fame during a ceremony held during the Private Label Manufacturers Association’s (PLMA) Annual Meeting & Leadership Conference in San Antonio, Tex. Members of the Class of 2024 are a combination of long-time leaders and up-and-coming visionaries that have provided a strong foundation for an industry that continues to see record-setting growth.
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
Created in 2006 to recognize those who have made significant contributions to the growth and development of the global private brand industry, this year’s event featured retail and product supplier honorees in four categories. They include Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion, and Lifetime Achievement.
PRIVATE LABEL HALL OF FAME 2024
Explore the inductees in each category:
LIFETIME ACHIEVEMENT
INNOVATOR
CHAMPIONS
NEXT GEN
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
Lifetime Achievements
EDNJ Associates, Inc.
president
Edward Salzano
Marketing Concepts Group
President & CEO
Peter Kroner
The Kroger Co.
Senior Category Manager
John Solomon
Massimo Zanetti Beverage USA
Vice President, Corporate Brand Sales
Clay Dockery
“I am honored and humbled to be recognized by my peers and receive the Lifetime Achievement Award. The proudest moments of my career were all the successful programs I was able to be a part of that helped advance the private label industry.”
With a legacy of transformation, dedication, and excellence in the world of private label, Edward Salzano joins the Private Label Hall of Fame as one of the Class of 2024’s Lifetime Achievement honorees.
Cited as a visionary leader who played a pivotal role in the growth and success of Cantisano Foods/LiDestri Food & Beverage's private label business, Salzano, president of EDNJ Associates, has also played a larger role in the overall success of the industry dating back to the turn of the century.
During his tenure as chair, Salzano spearheaded initiatives that set strategic goals for PLMA, paving the way for industry-wide growth and innovation. His journey in the industry began at Cantisano Foods/LiDestri Food & Beverage, where he led and coordinated the daily marketing, sales, and operational aspects of the private label division. Through his strategic vision and implementation of effective policies and procedures, he orchestrated a remarkable transformation, taking the company from a modest $8 million single manufacturer to a thriving $800 million diversified food and beverage powerhouse.
His deep-rooted love and passion for the private label industry along with his commitment and willingness to share his wealth of knowledge not only propelled his customers to excellence but also contributed significantly to the overall advancement of the industry. Salzano’s leadership extended beyond his company's walls as he served on the board of the Private Label Manufacturers Association (PLMA). From 1998 to 2000, he served as the association’s chairman.
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PRIVATE LABEL HALL OF FAME 2024
Lifetime achievements
EDNJ Associates
president
edward salzano
"It is quite a humbling moment to be honored with induction into the Hall of Fame. As I know many of the previous Lifetime Achievement inductees personally, it is quite an honor to be associated with them.”
Clay Dockery
Vice President, Corporate Brand Sales
Massimo Zanetti Beverage USA
During his career in the private label industry, Clay Dockery has been committed to not only driving growth at Massimo Zanetti, but he also shared his knowledge and passion industry-wide with the goal of helping others in the world of private label succeed.
A Lifetime Achievement honoree in the Private Label Hall of Fame’s Class of 2024, Dockery is lauded by colleagues for his professional achievements and his relentless dedication and love for the food industry, especially within the private label segment. His pride in the Private Label Manufacturers Association (PLMA) as an organization and his stewardship of its overarching goals are evident in every interaction, reflecting a lifetime of achievement and impact in the food industry.
He joined the PLMA board of directors in 2012 and in the years that followed he dedicated himself to advancing the interests of private brands. His efforts with the association culminated in a two-year tenure as chairman of the PLMA board. During his time with PLMA, he played a pivotal role in recruiting numerous companies to participate in the annual PLMA trade show in Chicago. Amidst the challenges posed by the Covid-19 pandemic, Dockery’s leadership came to the fore as he provided support to PLMA leadership, ensuring continuity and resilience during unprecedented times.
“Since getting into the private label industry, I have strived to gain true expertise in the products that I sell from raw material input to packaging materials to cost of production,” Dockery said. “I have always found this to be a critical component of success as is surrounding yourself with the most talented associates that you can hire.”
Massimo Zanetti Beverage USA
Vice President, Corporate Brand Sales
Clay Dockery
EDNJ Associates, Inc.
president
Edward Salzano
Marketing Concepts Group
President & CEO
Peter Kroner
The Kroger Co.
Senior Category Manager
John Solomon
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MARKETING CONCEPTS GROUP
PRESIDENT & CEO
PETER KRONER
“Listen carefully,” he said. “One should listen 95% of the time to learn and speak only 5% of the time and do not be afraid to fail. When you do fail, learn a lesson as to why you failed and continue to push for success with the lesson learned. Follow these simple pieces of advice and you will have far more successes in your career than failures.”
“Many retailers now have private brand product development and innovation teams looking to collaborate with key manufacturers to offer their customers best in class options through their private brands rather than try to emulate the products from national brands,” he said.
Kroner’s passion for the private label industry has also been a key to his success. This passion has translated into long relationships with manufacturers and retailers, built on a foundation of trust, integrity, and a shared vision for the future of private label products. As he looks toward the future and the next generation in the world of private label, he offers some advice.
“I have been blessed to be part of the private brands world for more than 40 years and the tremendous strides the industry has made in product development as well Innovation has been brilliant.”
“Earning a Lifetime Achievement Award really means that you're pretty old,” Kroner joked. “But seriously, this is truly an honor that I had never thought about.”
His journey in the world of private label started in 1983 as a buyer at Aldi. It was here that he honed his skills and developed a deep understanding of how private label products can compete with well known national brands. Armed with this knowledge and a passion for raising the bar, Kroner embarked on a new chapter five years later when he founded Marketing Concepts Group, a brokerage firm that would become his platform for driving innovation and excellence in private label.
One of his defining characteristics cited by those who know him best has been his unwavering belief in making store brands better than their national counterparts. This mindset led him to champion the elevation of quality and flavor profiles in private label categories that were ripe for innovation. His recent success stories, such as the launch of Artisan Crafted and Private Selections Deluxe Shells & Cheese at major retailers such as Walmart and Kroger, stand as testament to his commitment to pushing boundaries.
Peter Kroner’s career spans more than four decades and has left an indelible mark on the landscape of private label manufacturing and retailing. The president and CEO of Marketing Concepts Group, he is one of four Lifetime Achievement honorees in the Private Label Hall of Fame’s Class of 2024.
The Kroger Co.
Senior Category Manager
John Solomon
Solomon's legacy lives on in the success of Kroger's private brand offerings such as Simple Truth Organic. His willingness to take risks and his keen understanding of the market forever changed the landscape of grocery shopping in America.
“It was great managing private label products in the Gateway Division in St. Louis, but then having the opportunity to work on private label products on the corporate level was a dream come true for me,” he said.
“I am proud of my reputation of being ‘firm yet fair’ and in all my years, my integrity was never called into question,” he said. “Those qualities, I believe, make me a true Private Label Hall of Famer.”
"The suppliers that called on me were the best in the business doing a wonderful job balancing the demands of their company while fulfilling the needs of Kroger,” he said.
Solomon's impact extended beyond the creation of a single brand. Described as having a "no-nonsense style" and a "very intimidating presence," he demanded excellence from those who sought to do business with Kroger. This rigorous approach not only ensured Kroger received the best products but also honed the skills of countless salespeople and product representatives.
At one time Kroger, like most conventional supermarkets, had little to no presence in the organic food market. Recognizing the potential for major supermarkets to compete in the specialty space, Solomon championed the creation of the grocer’s Simple Truth Organic brand. Launched during a recession, his foresight proved to be a billion-dollar stroke of genius. Simple Truth Organic now boasts annual sales exceeding $2 billion and is available in more 2,800 Kroger stores across 35 states.
John Solomon, a titan within The Kroger Co. for more than 40 years, is one of four Lifetime Achievement honorees in the Private Label Hall of Fame’s Class of 2024. Although retired since 2015, Solomon’s impact on the grocer is still seen today at Kroger’s many stores across the U.S. He is credited with revolutionizing Kroger's private brand offerings and launching them into the organic and natural food arena.
Among his notable contributions has been advocacy for private brand knowledge and data access. Recognizing the importance of consumer insights, Dockery worked closely with Circana to develop a comprehensive data dashboard covering all consumer packaged goods (CPG) categories. This tool, available to all PLMA members, has empowered companies with invaluable insights into trends and market dynamics, driving innovation and growth across multiple categories such as pasta, coffee, and ingredients.
Beyond his work with PLMA, Dockery championed private label initiatives in companies where the focus was not primarily on private brands. One notable achievement was shepherding the creation and successful launch of private label finished goods within an ingredients-focused international company. Leveraging unique assets, he facilitated partnerships with key retailers such as Whole Foods, Safeway, and Costco, showcasing the potential and value of private label offerings.
“Being named a Private Label Hall of Fame honoree is one of the proudest moments of my career with Kroger. I loved every day working with the various people and products in private label over the years."
— John Solomon, Kroger (retired)
— Peter Kroner, Marketing Concepts Group)
— Edward Salzano, EDNJ Associates, Inc.
— Clay Dockery, Massimo Zanetti Beverage USA
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
PRIVATE BRAND CHAMPION
Sprouts Farmers Market
Vice President of Sprouts Brand
Jac Ross
Euro Caps BV
CEO/Founder
Nils Clement
Cedar’s Mediterranean Foods, Inc.
President/COO
Nick Scangas
“I’m very passionate about product and I’m fairly certain anyone who works with me knows that. I’m an advocate for products I work on and don’t accept good enough. We have to strive for greatness.”
In recent years, the continued growth of Sprouts Farmers Market’s Sprouts Brand has been much talked about by the retailer along with many across the industry. At the heart of that success is Jac Ross, the specialty grocer’s vice president of Sprouts Brand.
A member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Champion category, Ross’s colleagues view her as a leader whose “always on” mentality and unwavering desire to succeed have propelled Sprouts Farmers Market to new heights in private label.
Setting Ross apart is her customer-centric approach. She places the customer at the center of every decision, constantly striving to solve new challenges in the ever-changing specialty foods landscape. Her ability to bring people together, connect ideas, and foster collaboration among teams has been instrumental in Sprouts' continued success.
This team approach has also led to the development of innovative and differentiated products. This commitment to innovation is at the core of Sprouts' success, offering customers an array of products they can't find elsewhere.
PRIVATE LABEL HALL OF FAME 2024
PRIVATE BRAND CHAMPION
Sprouts Farmers Market
Vice President of Sprouts Brand
Jac Ross
Nick Scangas
President/COO
Cedar’s Mediterranean Foods, Inc.
In recent years Nick Scangas has spearheaded Cedar Mediterranean Foods’s transformation into the world's largest hummus producer and a trusted name in co-manufacturing and private label brands. His unique background and expertise in evolving food technologies have not only positioned him for success but also propelled the company to new heights of growth and safety.
A member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Champion category, Scangas has led his company to steady sales growth ranging from 15% to 25% each year. This growth trajectory led to a substantial $65-million-dollar expansion, a testament to Cedar's status as an industry leader under his guidance.
Scangas’ willingness to explore new manufacturing efficiencies has been instrumental in Cedar's ability to innovate and expand beyond traditional Mediterranean items. The company has evolved into a wanted manufacturer of food products across various categories.
Among the company's more significant achievements under his leadership is Cedar's attainment of Level 3 SQF certification, the highest level of food safety certification. This certification underscores the company’s commitment to producing safe and high-quality products.
Scangas’ leadership has not only transformed Cedar's but has also paved the way for industry-wide advancements in food manufacturing. His innovative approaches and relentless pursuit of excellence have established Cedar's as a powerhouse in the food industry, setting benchmarks for safety, quality, and capacity.
Euro Caps BV
CEO/Founder
Nils Clement
Wakefern Food Corporation
Senior Director of Product Development & Operations
Own Brands Division
Pam Ofri
“My team has done an amazing job over the past five years launching three brands (Bowl & Basket, Wholesome Pantry and Paperbird) and more than 3,800 SKUs at Wakefern,” she said. “Anyone in the private label industry knows what an uphill, yet rewarding, battle that can be. This award sincerely humbles me, provides me with a sense of pride that all our hard work is being recognized and that my sampling of thousands of new items has not been for naught.”
Ofri’s professional success has been highlighted with transformative ideas introduced through three groundbreaking Innovation Summits. These summits not only sparked creativity within her team but also led to a remarkable 25% increase in in-store sales within a single quarter. The impact extended beyond sales figures, with a staggering 93% consumer satisfaction rate attributed to the innovative item designs brought to life under her guidance.
“I think it is rare for someone to truly love the work they do, and I feel fortunate to have such passion around launching new products, innovating food and making our consumers happy.”
A member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Champion Category, Ofri in her role as senior director of product development and operations oversees comprehensive brand development across 4,000 SKUs and three own brands. What sets her apart is not just her extensive portfolio but also her innovative approach to team motivation and commitment to setting industry standards.
With her high level of expertise and unwavering passion for own brands, Wakefern’s Pam Ofri is lauded by colleagues as having revolutionized the industry, setting new standards and redefining the perception of private label products.
Euro Caps BV
CEO/Founder
Nils Clement
One of Euro Caps' notable achievements is its private label portfolio, which goes beyond being only a cost-effective alternative. Through continuous improvement processes, investments in quality machinery, rigorous training, and skilled personnel, Clement has crafted a high-quality product assortment for leading retailers.
At the heart of Euro Caps' success is Clement's leadership style, characterized by innovation, risk-taking, and a relentless pursuit of excellence. He has not only disrupted the status quo but also redefined the landscape of indulgent coffee experiences on a global scale.
And Euro Caps is more than just a brand; it's a symbol of Clement's passion for reshaping the coffee industry. His expertise in coffee, combined with a willingness to push back against the status quo has positioned Euro Caps to offer quality products that are accessible to the masses.
Clement's guidance has also empowered retailers to strengthen their hot drinks category. His expertise in category management has provided invaluable support, ensuring that retailers offer precisely what consumers desire in their coffee experience.
Clement’s efforts were a key factor in him being named a 2024 Private Label Hall of Fame inductee in the Private Brand Champion category. The CEO and founder of Euro Caps BV, understood early on that consumers crave quality and indulgence without breaking the bank.
Less than 12 years ago, Nils Clement embarked on a mission to challenge the dominance of established brands in the coffee capsule market. A daunting task, no doubt, but an effort that ultimately proved successful. Today, Euro Caps produces a staggering 1.7 billion capsules annually, which are distributed across various single-serve platforms worldwide.
Wakefern Food Corporation
Senior Director of Product Development & Operations
Own Brands Division
Pam Ofri
Wakefern Food Corporation
Senior Director of Product Development & Operations
Own Brands Division
Pam Ofri
“Back in 2022, we spearheaded our first Own Brands Innovation Summit where we invited suppliers to present new opportunities which we called ‘new to world’ items,” Orfi recalled. “In 2024, we are now hosting our third annual innovation summit, this one dedicated to indulgent snacking. This event makes me realize how far we've come, how exciting being in own brands can be, and what an honor it is to have the ability to create a new product from scratch through R&D and supplier collaboration.”
Additionally, her approach has shifted the private brand sector from a traditional private label mindset to one focused on unique brand identity. Instead of viewing private label products as name brand alternatives, Ofri is credited with repositioning them as essential, high-quality options that appeal to modern consumers.
Sprouts Farmers Market
Vice President of Sprouts Brand
Jac Ross
“You often hear the phrase, ‘it takes a village’, and I believe that is so true within the Private Label Industry,” said Ross. “None of my success would have been possible without teamwork. Being able to bring together teams of many different personalities, skills and experiences is critical to being able to push boundaries and try something different, and this almost always leads to a result far greater than an individual approach.”
Beyond her role within Sprouts, Ross’s impact extends to the industry as a whole. Her passion, energy, and
drive serve as a reminder of the purpose and importance of private label products and specialty food markets.
Those close to her tout her legacy as one of innovation, collaboration, and customer-centricity. Her leadership continues to drive Sprouts Farmers Market forward, and she reminds her team of the essential role they play in providing customers with unique solutions.
As for her latest honor as a private label hall of famer, Ross said, “I moved to the U.S. more than nine years ago and at that time I knew very few people within the North American Private Brand industry. The private label industry is such a fascinating and rewarding industry to be part of and there are so many talented individuals. To be named a hall of famer was such a surprise, and to be within such great company of present and past honorees is a humbling experience.”
Cedar’s Mediterranean Foods, Inc.
President/COO
Nick Scangas
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SHOW ALL Inductees
— Pam Ofri, Wakefern Food Corporation
— Jac Ross, Sprouts Farmers Market
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
PRIVATE BRAND innovator
TrueChoicePack
Chief Operating Officer
Rakesh Rathore
C.H. Guenther & Son/Plats Du Chef
Director Research & Development
Pascale Courtemanche
Southeastern Grocers
Senior Director, Own Brands
Brooke Rice
“My goal is to contribute to the continued evolution of the retail industry, championing private label solutions that deliver value to both businesses and consumers alike,” he said. “We pride ourselves on being a one-stop shop for all private label disposables needs.”
Rakesh Rathore's scientific prowess and forward-thinking approach have positioned TrueChoicePack as a leader in sustainability and innovation. With a PhD in Biochemistry, his expertise has been instrumental in embracing next-generation materials and staying ahead of regulatory changes, setting a new standard for private label brands.
A member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Innovator category, Rathore’s leadership has led TrueChoicePack to embrace innovative materials such as Polyhydroxyalkanoates (PHA) bioplastics and PFAS-free fiber molded formulations. These materials reduce environmental impact while also offering equivalent or superior performance compared to traditional counterparts.
Among his more notable achievements is helping existing customers navigate regulatory changes across disposable categories. His deep understanding of biochemistry and materials science enables TrueChoicePack to proactively address challenges and provide solutions that align with evolving regulations. This proactive approach has earned TrueChoicePack a reputation as a trusted partner in sustainability and compliance.
This year, Rathore led the team in updating an existing SKU with a Fortune 500 customer to include Post Consumer Recycled content (PCR). This move not only aligns with environmental goals but also demonstrates TrueChoicePack's commitment to meeting customer needs and staying ahead of market trends.
Additionally, TrueChoicePack has launched PFAS-free products with equivalent performance to PFAS-containing products, showcasing his dedication to offering sustainable alternatives without compromising on quality or functionality.
PRIVATE LABEL HALL OF FAME 2024
PRIVATE BRAND innovator
TrueChoicePack
Chief Operating Officer
Rakesh Rathore
Brooke Rice
Senior Director, Own Brands
Southeastern Grocers
When looking for a testament to the success Brooke Rice has had at Southeastern Grocers (SEG), one has to look back no further than to 2023 when the grocer earned more than 150 awards for its Own Brand products.
It’s that commitment to excellence along with her ability to navigate relationships and foster collaborations that lead to the development of exceptional Own Brand products and product lines at SEG. It’s also why Rice is a member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Innovator category.
Dollar General
Senior Vice President
Private Brands & Global Sourcing
Jackie Li
“The last three years, we have revamped our private brand portfolio in a material way, expanding and elevating Clover Valley to include national brand alternatives, giving our shoppers the innovation and excitement they want at a significant value,” he said. “Additionally, we grew TrueLiving, adding more family care and home goods products.”
"Having a strong team who listen to our customers is a major part of our success with private brands. Dollar General’s value proposition is also more important than ever, and we are always looking at new ways to drive value for our customers.
The retailer’s senior vice president for Private Brands & Global Sourcing has a customer-centric approach fueled by a blend of people, processes, innovation, and technology, that has transformed the retailer’s private brand offerings.
Honored as a Private Brand Innovator in the Private Label Hall of Fame’s Class of 2024, LI’s philosophy revolves around understanding and meeting customers' unique and diverse needs. This goes far beyond just providing products; it's about ensuring that each private brand product resonates with customers and offers a genuine solution to their everyday challenges.
On a daily basis, Jackie Li is focused on using the various tools at his disposal to create meaningful connections between Dollar General and its customers.
C.H. Guenther & Son/Plats Du Chef
Director Research & Development
Pascale Courtemanche
One of her more notable contributions is the creation of an innovation "inbox" where diverse groups can continuously submit ideas or highlight existing products to capture trends and unique items for inspiration. This initiative has resulted in the commercialization of several creative products such as Halloom Cheese Sticks, Polenta Fries, and French Onion Soup Phyllo Straws.
On average, Courtemanche introduces 10 to 15 new products annually. She also conducts regular reviews of existing SKUs in need of renovation or margin enhancement, leading to the introduction of new SKUs that bring innovation to private label customers.
A customer-centric approach, curiosity, positivity, passion, and resourcefulness are just a few of the traits that define Pascale Courtemanche’s leadership style. Often described by those close to her as a “monster of creativity,” the director of Research & Development at C.H. Guenther & Son/ Plats Du Chef is seen as a force to be reckoned with in the private label industry.
Dollar General
Senior Vice President
Private Brands & Global Sourcing
Jackie Li
One of the key pillars of this approach is the 100% satisfaction guarantee offered on most private brand products at Dollar General. This guarantee not only instills confidence in the products, but also reflects Jackie's commitment to delivering quality and value in every product.
“We are proud to offer a 100% satisfaction guarantee for most of our private brand products, giving our customers confidence in the products they put in their shopping basket,” Li said.
He is also lauded for his knack for innovation and technology integration, which has further enhanced the retailer’s private brand offerings. By staying ahead of trends and leveraging data-driven insights, Li ensures that each product remains relevant and meets evolving customer preferences.
"I constantly strive to introduce new solutions and approaches that push the boundaries of what's possible. Whether it's through leveraging emerging technologies or reimagining traditional processes, I'm committed to pioneering change that brings tangible benefits to my team and organization.”
C.H. Guenther & Son/Plats Du Chef
Director Research & Development
Pascale Courtemanche
A member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Innovator Category, Courtemanche’s ability to inspire her team to constantly seek the next great idea or product has led to a culture of innovation and forward thinking within her organization.
"Receiving this honor from leaders in the food industry is truly touching,” she said. “It has given me the opportunity to reflect on my career and recognize how proud I am of it.”
“Collaboration plays a vital role, and cultivating influence is essential in guiding both my team and broader stakeholders towards our shared goals. Along the way, I've learned to trust my instincts, which have often led me to successfully develop concepts that others may have doubted.”
Beyond her product development efforts, Courtemanche is also highly regarded for her commitment to sustainability. She has championed new sustainable packaging solutions, eliminating e-packaging components altogether and switching components from landfill-only materials to recyclable films. These initiatives meet consumer desires to be more environmentally friendly and also help retail customers tell a compelling sustainability story that resonates with today's conscious consumers.
Dollar General
Senior Vice President
Private Brands & Global Sourcing
Jackie Li
TrueChoicePack
Chief Operating Officer
Rakesh Rathore
Southeastern Grocers
Senior Director, Own Brands
Brooke Rice
“I am beyond honored to be named a Hall of Famer,” said Rice. “I’ve participated in PLMA since 2014 and have admired each of the Hall of Fame inductees over the years who have done such great work to bring private label to where it sits today. It’s an honor to be a part of this group.”
One of Rice's more notable contributions to the store brand success at SEG is the creation of Know & Love, the grocer’s exclusive clean label line. Recognizing the growing demand for clean and affordable products, Rice spearheaded the development of Know & Love, offering customers a range of products with vibrant packaging and wholesome ingredients.
The early success of Know & Love underscores Rice's ability to introduce innovative private brand programs that not only meet but exceed consumer expectations.
“Launching Know & Love is by far my proudest moment. This has been a years-long process to review customer needs, our brand hierarchy, and develop a brand from the ground up. I didn’t do this alone and there are so many people who have been working hard on this with me.”
Moreover, Rice's strategic initiatives have also helped combat misconceptions about the quality of the grocer’s Our Brand products through SEG's "Try it, Love it, or Your Money Back" guarantee. This program directly engages consumers, encouraging them to experience SEG's Own Brand products with confidence. By standing behind the quality and value of these products, Rice has played a pivotal role in reshaping consumer perceptions and driving growth in the private brand sector.
“I am incredibly passionate about providing customers a great value without sacrificing quality,” she said. “Working in the private label department affords me the opportunity to do just that and to challenge myself each day. I’m not afraid to test and learn and even fail at times, as long as we fail fast and fail forward to ultimately improve our offering in the process.”
Li and his team have also developed and launched multiple new brands including wellness vitamin brand, OhGood!; premium pet food brand, Nature’s Menu; home care brand, Kōze Place; adult incontinence brand, Composure; and sanitary protection brand, Breeze, among others.
“These new brands truly helped us gain market share while offering customers something of equal or greater quality than national brands, but at a price they can afford,” he said. “The private brand team at DG truly lives up to our mission of serving others and helping customers stretch their dollars.”
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SHOW ALL Inductees
— Pascale Courtemanche, C.H. Guenther & Son/Plats Du Chef
— Jackie Li, Dollar General
— Rakesh Rathore, TrueChoicePack
— Brooke Rice, Southeastern Grocers
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
INTRO
LIFETIME
CHAMPIONS
INNOVATORS
NEXT GEN
next gen
Amazon Fresh Private Brands
Senior Product Manager
Chad Mallory
Crosby Foods Ltd.
Executive Vice President
William Crosby
Alamance Foods Inc
Vice President of Sales
Mohan Valluri
“Inflation was at historical highs and people were looking for tasty, convenient, and budget-friendly lunch and dinner options,” he recalled.
Mallory’s success is rooted in his care for his customers, particularly Gen Z and Millennials. This approach directly influences his product development strategies, resulting in innovative offerings tailored to meet the unique needs and preferences of these demographics.
As a senior product manager at Amazon Fresh Private Brands, Chad Mallory is in charge of several fast-growing product segments, including Chilled Dips & Spreads, Deli Salads, and Value Fresh Ready Meals. Not bad for someone who is just 25 years of age.
Chad's love of private label products began at age 13 when he discovered the world of extreme couponing. This early exposure ignited a spark within him, leading him on a path of entrepreneurship and innovation. He founded a nonprofit coffee brand, interned at major consumer packaged goods (CPG) companies, and at age 19, was recognized as the Emerging CPG Leader of the Year and Emerging Retail Leader of the Year. His latest accolades is as a member of the Private Label Hall of Fame Class of 2024 in the Next Gen Private Label Leader category.
In his current role as senior product manager for Amazon Fresh, he has successfully launched 13 new private brand products that have become top-sellers, solidifying the company’s position in the grocery space.
This success was the result of Mallory identifying a gap in the assortment for private label single-serve refrigerated meals at opening price points amidst inflation and economic uncertainty. Leveraging his expertise in data analysis and market insights, he crafted a strategic roadmap that led to the launch of four new meals in less than six months. These meals not only filled the void in the market but also became top-sellers in the Complete Meals Prepared Deli category across Amazon Fresh.
PRIVATE LABEL HALL OF FAME 2024
NEXT GEN
Amazon Fresh Private Brands
Senior Product Manager
Chad Mallory
Mohan Valluri
Vice President of Sales
Alamance Foods Inc
With a pioneering spirit and visionary leadership, Mohan Valluri has been at the forefront of transforming the dairy and nondairy category through the power of private brands. His journey from a managerial role to vice president at Alamance Foods in only five years speaks volumes about his innovative mindset, strategic foresight, and exceptional capabilities.
Those qualities were key factors in Valluri being named to the Private Label Hall of Fame’s Class of 2024 in the Next Gen Private Label Leader category.
Target
Director of Brand Management
Hope Lenhart
“I’m known for infusing my relationships and the work we do every day with optimism and drive, staying focused on crafting brand strategies grounded in deep consumer insights that ultimately end up winning the hearts of consumers,” she said. “However, I am nothing without the collective power of my team and partners who work tirelessly alongside me to bring our incredible brand portfolio to life.”
“Throughout the extent of my career, I have dedicated myself to brand development but no work has held a bigger place in my heart than private label initiatives, or what we call them at Target, our ‘Owned Brands.'”
Hope Lenhart’s journey at Target began four years ago, and in that relatively short amount of time, she has had a major impact on the retailer’s private label assortment. During her tenure with the Minneapolis-based mass merchant, she has played a role in propelling more than $4 billion in private label sales for the retailer.
Today, Target’s director of Brand Management is a member of the Private Label Hall of Fame’s Class of 2024 in the Next Gen Private Label Leader category.
Crosby Foods Ltd.
Executive Vice President
William Crosby
Crosby Foods’ legacy in the food industry spans 145 years and its roots are deeply entrenched in a singular product-focused approach. But William Crosby, the company’s vice president, saw beyond that tradition, envisioning a future where private label manufacturing would take center state.
Driven by a combination of strategic acumen and relentless drive for excellence, Crosby has rebranded and repositioned the company while also paving the way for unprecedented growth domestically and internationally. His efforts and vision are key factors why Crosby was selected as a 2024 Private Label Hall of Famer in the Next Gen Private Label Leader category.
One of Crosby’s first strategic moves was the establishment of an innovation center within Crosby Foods. This dedicated space became a breeding ground for new products, specifically designed to cater to the evolving needs of private label customers. Under the banner of "Better for You," these products were not just about meeting market demands but about setting new standards for health-conscious consumers.
Central to his approach was the formation of a specialized team solely focused on private label development. This team, fueled by Crosby’s ethos of openness to new ideas and unwavering curiosity, delved deep into market insights and consumer preferences. Their efforts were not just about creating products; they were about crafting experiences that resonated with retailers, export brokers, and ultimately, end consumers.
With a portfolio enriched by innovative offerings, the company began exploring new product opportunities across traditional categories. What set these products apart was not just their quality but their alignment with the "Better for You" ethos, reflecting Crosby’s commitment to healthier choices and sustainable practices.
Target
Director of Brand Management
Hope Lenhart
One of Lenhart’s more notable achievements was the launch of Mondo Llama, which quickly soared to become one of Numerator's 10 fastest-growing Private Label brands in 2022. This accomplishment showcased her keen understanding of market trends and her ability to turn insights into impactful strategies that drive growth.
Currently, Lenhart is overseeing the launching or relaunching of four private brands set to hit Target shelves this spring. Her relentless pursuit of excellence and her knack for identifying opportunities have positioned these brands for success, further solidifying Target's position as a leader in the retail landscape.
Those closest to Lenhart said her unique leadership style sets her apart from others in the industry. She leads with optimism, passion, and dedication, qualities that resonate deeply with her team and partners alike. Her approach is collaborative, empowering her team members to bring their best ideas forward and fostering a culture of innovation and continuous improvement.
“The landscape of private brands has changed dramatically within the last decade and the role of these brands are more important than ever. I’m grateful to be recognized for my success in an industry where our products bring joy and delight to the customers we serve.”
“Being recognized as a Private Label Hall of Famer is an immense honor that feels both humbling and validating. It’s a reflection of a collective effort towards innovative and quality-driven work in the private label industry.”
One of his noteworthy achievements was his leadership in launching Aldi foams, which proved to be instrumental in driving incremental growth in the private sector. These foams enriched the non-dairy private label sector with new flavors and set a new standard for innovation within the industry. They also solidified the company's status as a versatile trendsetter in the competitive private brand landscape.
Valluri’s background in Robotics and Engineering has also equipped him with a deep understanding of manufacturing processes, enabling him to improve scalability and efficiency in brand growth. His youth, coupled with an open mind, allows him to embrace new technologies such as automation, AI, and data analytics, paving the way for category innovation and enhanced consumer engagement through social media, ecommerce outlets, and events.
Crosby Foods Ltd.
Executive Vice President
William Crosby
Target
Director of Brand Management
Hope Lenhart
As Lenhart continues to drive growth and innovation at Target, her impact goes beyond numbers. She is shaping a culture of excellence, collaboration, and empowerment, setting a high bar for leadership within the organization and inspiring those around her to reach new heights of success.
Amazon Fresh Private Brands
Senior Product Manager
Chad Mallory
As an example, he introduced Two-Compartment Hummus Snack Packs for families with young children, catering to busy parents looking for convenient and healthy snack options. Similarly, his Single-Serve Refrigerated Value Meals cater to Gen Z single households, offering affordable yet delicious meal solutions.
Alamance Foods Inc
Vice President of Sales
Mohan Valluri
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SHOW ALL Inductees
— Hope Lenhart, Target
— Chad Mallory, Amazon Fresh Private Brands
— Mohan Valluri, Alamance Foods Inc
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