— Steve Sheetz, Sheetz Inc.
We are constantly trying to find out what customers want and what we can do to give it to them. We want to create the stores that will put the Sheetz stores as we know them today out of business.
— An industry insider
Perhaps more than any other individual, Drayton McLane was instrumental in developing the c-store supply chain we now have.”
Every week, individuals from companies throughout the world visit Kwik Trip’s campus in La Crosse, Wis.,
to tour its facilities.
The industry learned how to become close to the local communities and raise money for charitable causes. ...The industry grew a heart.
— Dick Wood, Wawa Inc.
For many store brand buyers, sourcing food and beverage products from Asia can be a complex and time-consuming process. Managing relationships with multiple manufacturers, navigating international logistics, and ensuring quality compliance all present significant challenges. Vincent Kitirattragarn, CEO of Sappan LLC, recognized these inefficiencies and pioneered a new business model to simplify and optimize the store brand supply chain.
Sappan operates as a one-stop-shop strategic sourcing partner, consolidating the sourcing needs of store brand buyers. Rather than working with a multitude of manufacturers and importers, buyers can rely on Sappan as a single point of contact for all their Asian food and beverage product needs. The company manages everything from product sourcing and pricing negotiations to logistics, warehousing, and quality certifications such as BRC, ISO, HACCP, and FSSC.
A differentiator of Sappan’s model is its financial support for manufacturers and buyers. Kitirattragarn understands the cash flow challenges that often hinder food import businesses. By structuring financial solutions that enable manufacturers to scale production while ensuring stable supply for retailers, Sappan bridges a crucial gap in the industry.
“Our model was born out of a deep understanding of the inefficiencies and financial obstacles in the food import industry,” said Kitirattragarn. “We streamline procurement, optimize financial flows, and ultimately drive growth for both buyers and manufacturers.”
Retailers working with Sappan gain access to a vast array of food and beverage products from Asia, including dried tropical fruits (such as mango, pineapple, and jackfruit), coconut products (water, milk, oil, sugar), various types of rice, and frozen seafood like shrimp and squid.
Platinum Sponsors:
CEO
Sappan LLC
Vincent Kitirattragarn
A larger number of consumers in the U.S. have grown accustomed to retail brands that offer quality and value and more affordable selections than many national brand products. Now, the pressure has been ramped up for retailers and product suppliers to exceed the high bar they have set as they continue developing unique new products.
The honorees featured in Store Brands 2005 Game Changer show the broad selection of ideas that are being implemented by major retailers and product suppliers across the industry. The items are giving shoppers additional choices and allowing retailers to carry products not found elsewhere.
BY GREG SLETER
The private label segment maintained its momentum in 2024 as sales across a host of food and non-food categories continued its multi-year growth streak.
Private Brands
Hy-Vee
Hy-Vee introduced Chophouse Meats Seasonings and Sauces in the fall of 2024, bringing a premium selection of blended spice seasonings, rubs, sauces, and small-batch packaged meats to its stores. Featuring more than 30 varieties, the brand quickly gained traction by integrating its products into Hy-Vee’s food service and meat departments. In a crowded market filled with national and local brands, Chophouse Meats differentiates itself through its commitment to quality, flavor, and value—offering premium products at competitive prices without compromising taste.
Chophouse Meats offers a wide array of seasonings and sauces, catering to both traditional preferences and adventurous palates. The line includes Southwest Style Seasoning, Mildly Sweet & Spicy Rub, Sweet Honey BBQ Sauce, and Buttery Hot Wing Sauce, among others. As consumer tastes continue to evolve, Hy-Vee remains committed to expanding the lineup with innovative flavors that enhance home-cooked meals.
Beyond seasonings and sauces, Chophouse Meats extends to pre-seasoned packaged meats available in Hy-Vee’s meat department. Each package highlights the specific Chophouse Meats seasoning used, making it easy for customers to recreate their favorite flavors at home. This added convenience underscores the brand’s mission to provide high-quality, flavorful products at an exceptional value.
To boost awareness, Hy-Vee has implemented in-store demonstrations, sampling events, and strategic cross-merchandising within the meat department. These efforts ensure customers can easily discover and incorporate Chophouse Meats products into their shopping routine.
As Hy-Vee continues to innovate its private brands, Chophouse Meats will remain a focal point of growth. With a strong foundation in quality and customer satisfaction, the brand is poised for continued expansion, bringing more bold flavors and premium options to shoppers in the future.
Chophouse Meats Seasonings and Sauces
Staples TECH
Staples
Staples has sought to redefine the technology accessories market with the launch of Staples TECH, a brand that combines high-quality performance with sleek packaging and exceptional value. Featuring more than 150 products, including cables, chargers, hubs, adapters, mice, and keyboards, Staples TECH ensures that both B2C and B2B customers have access to reliable, high-performing tech accessories at prices 20% to 40% lower than comparable national brands.
The introduction of Staples TECH was driven by the need to provide customers with a broader selection of transactional tech products without compromising quality. Staples recognized a gap in the market where consumers sought affordable yet dependable tech solutions. By developing a proprietary line tested to national brand standards, Staples TECH fills this void, offering an expansive assortment that delivers both performance and savings.
Additionally, the brand continuously evolves, staying ahead of technological advancements to ensure customers have access to the latest innovations. With a wide-ranging selection that includes essential accessories like surge protectors, wireless keyboards, and high-speed charging solutions, Staples TECH meets the demands of today’s digital world.
To highlight the uniqueness and value of the Staples TECH line, Staples employed a comprehensive marketing strategy. The approach was used to build brand awareness, drive consideration, and encourage conversion. Targeted digital media campaigns, social media promotions, and email marketing showcased the quality and affordability of the products. Additionally, digital site banners and product sampling allowed customers to experience the reliability of Staples TECH firsthand. The campaign tagline, “Engineered to Perform. Unmatched Value,” reinforced Staples’ commitment to providing high-quality tech accessories at unbeatable prices.
Simply Done Bright Day
Topco
Simply Done Bright Day, a new Own Brand line from Topco, is focused on helping consumers take small steps toward a brighter future. Designed for mindful shoppers seeking household solutions that align with their values, Simply Done Bright Day offers a wide range of right-priced, high-performing products that integrate seamlessly into everyday life.
Recognizing the growing demand for transparency and sustainability, Simply Done Bright Day provides effective solutions backed by trusted industry certifications. Many products in the line are USDA Certified Bio-Based, FSC Certified, or BPI Certified Compostable.
The assortment includes phosphate, paraben, and plastic-free laundry care that tackles tough stains, plant-based cleaners, compostable and bleach-free kitchen alternatives, and paper products made from 100% recycled materials. The products are crafted to allow consumers to make mindful choices for their homes, families, and communities without sacrificing performance or affordability.
Topco officials said shopper and marketplace research confirmed that today’s consumers prioritize transparency, presenting the company with an opportunity to meet evolving needs. With an emphasis on accessibility, Simply Done Bright Day was designed to allow consumers to make responsible choices that do not disrupt daily routines or budgets.
The launch of Simply Done Bright Day was strategically planned to maximize consumer engagement, beginning with 29 products across nine general merchandise and non-edible grocery categories, including paper products, foil and wraps, laundry care, and household cleaners. By anchoring the brand in high-volume categories, Simply Done Bright Day meets shoppers where they already seek these products, paving the way for future expansion.
To build awareness and drive excitement, Simply Done Bright Day employs eye-catching in-store, in-aisle, and online marketing initiatives. While price and purpose encourage initial trial, the brand’s commitment to delivering effective performance fosters long-term consumer loyalty.
PEOPLE
Vice President of Global Sourcing
Dollar General
Kelly Ma
As vice president of Global Sourcing at Dollar General, Kelly Ma has played a pivotal role in optimizing the company’s private brand strategy through a data-driven approach to procurement. By revolutionizing the retailer’s request-for-proposal (RFP) process, Ma has helped Dollar General drive significant cost savings while enhancing product quality and strengthening supply chain resilience.
Recognizing the importance of efficiency in sourcing, Ma led the transformation of Dollar General’s RFP process to maximize value at scale. The refined approach integrates comprehensive data — ranging from raw material costs to operational expenses — into a streamlined “should cost” method. This enhanced process has empowered Dollar General to identify cost-saving opportunities, negotiate more effectively, and reinvest savings into improving the quality of its private brand products. As a result, customers continue to benefit from affordable, high-quality alternatives to national brands.
Ma has also spearheaded efforts to diversify Dollar General’s supplier base. The COVID-19 pandemic exposed vulnerabilities in global supply chains, prompting the company to adopt a more proactive stance in mitigating risks. Under her leadership, Dollar General has exceeded its supplier diversification goals, securing a broader network of partners to bolster supply chain resilience.
By sourcing directly from factories and expanding its global supplier footprint, the company has strengthened its ability to maintain consistent product availability while delivering cost savings to customers As consumer demand for private label products continues to rise, Ma remains focused on expanding Dollar General’s supplier partnerships. The retailer currently offers more than 3,200 private brand products across key categories, including food and beverages under Clover Valley, personal care items from Studio Selection, and pet products through Heartland Farms. With a commitment to providing high-value, budget-friendly options, Ma’s strategic sourcing initiatives position Dollar General for continued growth in the evolving retail landscape.
Director of Center Store
Town & Country Markets
Dwight Richmond
Developing a private label program from scratch is no small feat, but Dwight Richmond, Director of Center Store at Town & Country Markets, has done just that — single-handedly.
Over the past year, Richmond has led the charge in expanding the retailer’s private label assortment, prioritizing affordability, local sourcing, and sustainability. His efforts have paid off, with all private label brands on the shelf for more than 52 weeks becoming leading contributors to category growth at Town & Country.
Launching a successful private brand program comes with hurdles, and for smaller retailers such as Town & Country, one of the biggest challenges is finding manufacturing partners willing to produce high-quality products at competitive prices. Unlike larger chains that command massive production volumes, regional grocers often face higher costs and limited supplier availability.
However, Richmond has tackled this head-on, working with manufacturers who align with Town & Country’s values of sustainability and responsible sourcing while ensuring price-conscious options for shoppers. Town & Country’s private label expansion has resonated with shoppers. New products consistently show strong category penetration, and rather than simply stealing share from national brands, these items have helped grow overall category sales.
Under Richmond’s leadership, Town & Country’s private label portfolio has expanded to include a diverse range of products. Recent launches include candy mints, packaged tea, tortilla chips, olive oil, frozen shrimp, and tortillas. The selection reflects his strategic approach to offering staple grocery items while also introducing premium and specialty products that align with modern consumer trends.
Richmond is working on the next wave of private label offerings at Town & Country, which will include more oils and vinegars, Asian sauces, broths, flour, pasta and pasta sauce extensions, and chocolate bars. Through his leadership, the grocer has not only expanded its store brand presence but has also proven that smaller grocers can compete with major players in the private label space.
Director of Retail
Business Development
G.S. Gelato
Megi Sidley
Megi Sidley, director of Retail Business Development for G.S. Gelato, has played a pivotal role in transforming the private label frozen dessert category.
With a deep understanding of consumer trends and retail strategy, she has guided retailers in formulating unique flavors that rise above national benchmarks. These products range from non-dairy and no-sugar-added varieties to keto-friendly innovations and vibrant sorbets that meet the growing demand for premium, yet value-driven, frozen treats.
Sidley’s success stems from her ability to act as an extension of the retailers she partners with, prioritizing their goals and delivering solutions tailored to their needs. By offering strategic insights and leveraging her expertise, she has helped retailers move beyond merely replicating national brands, instead creating distinct and innovative assortments that drive repeat purchases and foster customer loyalty. Her approach has redefined the role of private brands in the frozen dessert space, elevating them into powerful differentiators in an increasingly competitive market.
A champion of innovation, Sidley has led the charge in developing forward-thinking frozen dessert programs. She has worked with retailers to introduce non-dairy, allergen-free, and functional flavors that cater to modern dietary preferences, ensuring private label lines are not only competitive but also trend-forward. Her leadership has enabled retailers to meet evolving consumer demands while maintaining a strong value proposition.
One of her more significant achievements at G.S. Gelato was securing a major national retailer, a testament to her ability to build trust and deliver results. By demonstrating the quality, innovation, and value that G.S. Gelato offers, she successfully guided the launch of a thriving private label program—one that continues to expand with new product lines.
Regenerative Organic Certified Cold Brew Coffee
FedUp Foods
FedUp Foods is breaking new ground in the coffee industry with the launch of the first-ever private label Regenerative Organic Certified (ROC) cold brew coffee. This innovation addresses long-standing environmental and ethical concerns in coffee production, including deforestation, pesticide use, and exploitative labor practices.
As a women-founded Benefit Corporation, FedUp Foods is committed to using its platform for positive change. The decision to introduce an ROC cold brew stemmed from a desire to fill a critical gap in the market. With cold brew coffee sales growing nearly 12% year-over-year, the company saw an opportunity to combine bold flavor with a mission-driven approach, making high-quality, sustainable coffee accessible to more consumers.
Developing the line came with challenges, particularly as FedUp Foods ventured beyond its core kombucha and prebiotic soda categories. The process involved sourcing a 100% post-consumer recycled bottle, designing a custom mold, navigating new packaging formats, and implementing a cutting-edge cold brew extraction system. Additionally, the team conducted extensive research and countless internal tastings to craft a balanced, smooth, and full-bodied cold brew that meets the expectations of today’s coffee drinkers.
FedUp Foods is also supporting its retail partners by providing marketing materials, consumer insights, and on-package messaging that highlights key benefits such as ethical sourcing and biodiversity protection. The company also leads thought leadership initiatives, such as the FedUp Foods Summit, bringing industry leaders together to discuss the future of regenerative food systems.
Apothecary, Nature’s Pharmacy
Heinen’s
Regional grocer Heinen’s is redefining the wellness shopping experience with the launch of Apothecary, Nature’s Pharmacy, a modern take on the traditional apothecary.
Nestled within Heinen’s Wellness Department, this new destination offers a curated selection of homeopathic remedies, CBD herbs, adaptogens, tonics, tinctures, and more, empowering customers to build their own natural medicine cabinets.
A natural extension of Heinen’s long-standing commitment to safe, natural, and sustainable products, Apothecary provides an inviting space for customers to explore holistic health solutions. By integrating this concept into the existing wellness department, Heinen’s ensures easy navigation, while also educating shoppers on the benefits and uses of these carefully selected products.
More than just a product assortment, Apothecary is a thoughtfully designed merchandising initiative aimed at re-energizing familiar wellness products through a fresh and modern presentation. By embracing the “food as medicine” paradigm, Heinen’s is positioning itself as a leader in holistic wellness, offering a compelling alternative to traditional big-box pharmacies.
This innovative space simplifies what can often be an overwhelming product segment, making holistic health more approachable and engaging for customers. With a blend of ancient wisdom and contemporary knowledge, Apothecary at Heinen’s allows shoppers to discover, learn, and adopt a more natural approach to well-being.
Innovation
