Nine new members receive honors for their work across the industry
By Greg Sleter
Nine leaders from the private label world are the newest members of the Private Label Hall of Fame. Induction ceremonies were held during the Private Label Manufacturers Association’s Annual Meeting & Leadership Conference in Scottsdale, Ariz.
Members of the Class of 2025 are a combination of leaders with a history of growing store brand products, along with those who continue to impact the current-day marketplace.
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 three categories: Lifetime Achievement, Private Brand Champion, and Private Brand Innovator.
“Our nine-member Class of 2025 represents the best-of-the-best thought leaders and changemakers,” said Peggy Davies, president of PLMA. “Their commitment and dedication to private label is an inspiration to all.”
This special section features profiles of each of the new Hall of Famers.
LIFETIME
ACHIEVEMENT
Judy Albazi
President & CEO
Chase Products Co.
For more than 50 years, Judy Albazi has been the driving force at Chase Products. From her modest beginnings as a secretary, Albazi rose through the ranks to become president and CEO. Her journey is marked by vision, leadership, and an unwavering commitment to quality and customer service.
Under her guidance, Chase Products became a trusted supplier of private label household cleaning, personal care, disinfectants, and insecticide products for many of the nation’s largest drug, mass, value, and retail chains.
Long before private label was a mainstream strategy, Albazi recognized the opportunity to elevate store brands through national brand benchmark (NBB) and equivalent (NBE) products. Her efforts helped build consumer trust in private label and opened the door for many of today’s successful store brand programs.
“Over the past five decades, our team has remained focused on delivering third-party tested and nationally accepted brand equivalent aerosols,” Albazi said. “A milestone came in 2005, when Chase was the first to introduce a state-of-the-art, two-piece printed extruded steel can to the retail market, an innovation that improved product quality, safety, and recyclability.”
During her time at Chase, she has seen the private label segment come into its own as products have improved their value proposition while also offering performance equal to that of national brands.
“This shift has increased profitability opportunities for retailers, and it’s reshaped our approach to focus on delivering high-performance products that help our retail partners win consumer loyalty,” she said.
Albazi called her Hall of Fame honor humbling and meaningful, saying it affirms the decisions she made as a manufacturing operator and later as a leader.
“Professionally, it’s a powerful acknowledgment from an industry I deeply respect. In a niche segment like aerosols, where the competition is fierce and staying power is rare, this honor reflects not just success, but endurance,” she said.
Her advice to the next generation of private label professionals is, “ Keep things simple for the retailer. Deliver full-service capabilities that bring high-quality products to market quickly and efficiently. Adopt a ‘zero defects’ mindset that says: errors are unacceptable. Your buyer’s success is your success, and it’s what keeps private label relevant and profitable.”
Juan De Paoli
Vice President of Our Brands (former)
The Kroger Co.
Over the past 25 years, Juan De Paoli has helped shape and elevate the private label industry in the United States, building a legacy defined by innovation, leadership, and a relentless pursuit of excellence. From early roles at H-E-B. and Topco, to leadership positions at Ahold and most recently The Kroger Co., he has consistently championed a forward-thinking approach to private brand development, one that centers around quality, customer connection, and a deep respect for regional and local identity.
During his time at Kroger, De Paoli was instrumental in strengthening one of the largest private brand portfolios in the world. Under his leadership, Kroger’s private brands that include Simple Truth, Private Selection, and the Kroger brand, generated more than $44 billion in annual sales. Simple Truth grew to surpass $3 billion in sales, becoming a go-to choice for health-conscious shoppers across the country.
De Paoli’s ability to anticipate emerging trends and align product development with evolving consumer demands was key to his success at Kroger. From everyday essentials to premium and organic options, the company’s private brand assortment includes more than 15,000 items.
What distinguishes De Paoli’s work is not just scale, but philosophy. He has consistently emphasized regional specificity, supported local sources, fostered strong supplier relationships, and prioritized sustainability while keeping affordability and quality at the forefront. This holistic approach has helped transform private brands from basic alternatives into category leaders that build loyalty and define the retail experience.
His colleagues and industry peers recognize De Paoli not only for his strategic vision but also for his humility, collaborative spirit, and commitment to people, both inside his organizations and across the broader private label community.
Lifetime Achievement | Private Brand Champion |
Private Brand Innovator
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Ross Purdy
Vice President, Center Store Operations
K-VA-T Food Stores
With a career spanning more than 45 years, Ross Purdy has earned his place among the most influential figures in the private brand industry. A true pioneer, he has made contributions through his leadership, vision, and unwavering commitment to the advancement of own brand programs both domestically and internationally.
Purdy began his journey at Daymon Worldwide, where he played a key role in growing private brands around the globe. Over the past decade, he has continued that mission at K-VA-T Food Stores, where he serves as vice president of Center Store Operations. In this role, Ross has consistently demonstrated a strong understanding of consumer behavior, market dynamics, and the importance of strong supplier relationships, translating these insights into innovative and high-performing private label assortments.
An advocate for retailer-owned and shared brands alike, Purdy has been a supporter of Topco member labels, not only driving success for his own company but also fostering collaboration and knowledge sharing among fellow Topco retailers. His dedication to both the strategic and practical elements of private brand development has helped elevate standards across the board.
Purdy’s leadership style is grounded in integrity, mentorship, and a passion for education. He has long championed the next generation of industry professionals, offering his time and wisdom to support their growth. This commitment to mentorship has left a lasting impact and helped shape a more dynamic and resilient private label industry.
SINCO, Inc.
CEO (retired)
Robert Snyder
Throughout his career, Robert Snyder has been a driving force behind some of the most impactful innovations and relationships in the private label industry. As the longtime CEO of SINCO Inc., the company his family founded, Snyder was focused on growing and evolving the business.
Robert's journey began in 1965, and by the 1970s, he had already begun reshaping how the industry sourced and imported goods. Recognizing the need for stronger global connections, he launched SINCO’s import division, giving the small Northeast firm a competitive edge by directly linking North American buyers with overseas suppliers. This initiative not only expanded SINCO’s reach but also helped accelerate the growth of private brands across the continent.
His legacy, however, goes far beyond supply chains and business acumen. A visionary with a sharp eye for trends, he consistently gave new vendors a chance, long before they had a foothold in the market.
Snyder has been the creative mind behind numerous store brand programs, serving as a matchmaker of sorts, connecting retailers with manufacturers in ways that elevated both parties. His ability to see both sides of an issue and drive toward solutions that benefit all was seen as a strength.
He built relationships not just for profit, but for purpose—always listening, always learning, always encouraging others to think outside the box.
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Private Brand
Champion
Thomas Becker
Director of Proprietary Brands (former)
Circle K
With more than two decades of experience and leadership roles at Circle K, Ahold USA, and OfficeMax, Thomas Becker has had a significant impact on the private label industry.
Most recently, Becker served as director of Proprietary Brands at Circle K, where he reinvigorated the retailer’s proprietary brand strategy, improved product quality, and launched promotions that outperformed national brands. His creation of the award-winning Sabrosos tortilla chip brand and a successful LTO chip program exemplified his knack for combining strategy with innovation.
Becker's earlier work at Ahold USA was equally impactful. He led a team of more than 100 professionals in the development and repositioning of own brands such as Nature’s Promise, Simply Enjoy, and Guaranteed Value—growing private brand sales by more than $1.1 billion in just three years. He also introduced store-wide private brand promotions and implemented consumer testing across the more than 8,000 SKU portfolio, proving that private label products could meet or exceed national brand standards.
“Looking back over my career in private label, three themes stand out as particularly significant: driving growth, transforming organizations, and building exceptional teams and relationships,” Becker said.
His journey began at OfficeMax, where he served as the company’s first director of Private Brands. There, Becker introduced a CPG-style brand management approach and developed TUL, a premium line of writing instruments that became a top seller. He also created Highlife, a brand tailored specifically for B2B customers, shattering preconceived notions about the limitations of private brands in commercial spaces.
Becker has consistently fought to change perceptions around private label quality. At Ahold, he led a “Double Your Money Back” campaign and launched a brand tracking study to measure and improve consumer sentiment. At Circle K, he implemented a quality guarantee for every proprietary brand item, reinforcing that private label can—and should—be synonymous with excellence.
“Private brands have evolved from generic alternatives to powerful, trusted labels with loyal followings,” Becker said. “It’s been incredibly rewarding to help drive that transformation and build brands that consumers love and trust.”
Powermax USA
Vice President of Corporate Brands
John Yannuzzi
Those who have worked closely with John Yannuzzi know the vice president of Corporate Brands at Powermax USA for his outstanding leadership, deep industry knowledge, and unwavering commitment to innovation in the private label space.
With a career defined by strategic foresight and consumer-focused execution, Yannuzzi has helped transform private brands into powerful tools for growth and differentiation. His approach isn’t just about increasing sales; it’s about doing so in a way that aligns with brand values, delivers exceptional quality, and builds lasting consumer trust.
Yannuzzi’s expertise spans the full lifecycle of private brand development, from concept to shelf, and his influence is evident in how his retail partners now view their private brands, not as secondary alternatives, but as primary drivers of consumer engagement and profitability. Through his strategic vision, he has redefined what private label success looks like, pushing boundaries with product innovation, bold marketing, and a focus on quality.
One of Yannuzzi’s most significant contributions has been overcoming outdated perceptions that private brands lack the quality of national brands. Through data-driven decision-making, consumer insight, and strong supplier partnerships, he has championed private label lines that meet and exceed national brand standards. His work has played a major role in reshaping the private label landscape, making it a critical growth engine for his partners.
Colleagues and peers praise Yannuzzi for his creativity, hands-on leadership, and ability to inspire teams to deliver category-leading results. His work has not only led to increased private brand penetration but has also strengthened the overall value proposition of the retailers he supports.
Carolyn Boege
Private Brands Category Development Manager
Ahold Delhaize USA
Exceptional leadership, strategic thinking, and a transformative impact on private label development within her organization are among the plaudits shared by colleagues of Carolyn Boege.
The private brands category development manager at Ahold Delhaize USA is seen as a driving force in ADUSA’s evolving approach to private label, from item development to full-scale business management. Most notably, in the fourth quarter of 2023, she took on the responsibility of managing two private brand category desks supporting 10 category managers across condiments, shelf-stable sides, and multicultural foods.
In total, she oversees more than 2,500 items from 57 vendors across 27 categories, all while leading a lean team of three, including herself. Despite the scale, Boege treats every item as essential, balancing precision and positivity in everything she does.
“Each year brings new challenges and opportunities,” Boege said. “It’s all in how you handle and embrace change that makes the difference and allows you to stay relevant.”
She is a driving force in Ahold Delhaize USA’s approach to private label, from item development to full-scale business management. Boege brings analytical rigor and creative thinking to every decision, validating her strategy with clear logic and measurable results. Whether it’s forecasting, cost savings, or vendor negotiations in notoriously cost-constrained categories like canned meat, vegetables, and salad dressings, Boege delivers—often ahead of schedule.
In 2024, Boege's work generated +3.6% in dollar growth and boosted unit growth by an impressive +25.9%. She also achieved a 46 basis point increase in dollar penetration and a 128 basis point increase in unit penetration, reinforcing her ability to drive meaningful business results.
Beyond the numbers, Boege has become a model for how private brands can thrive. She’s led 27 category reviews and 12 RFPs, helping redefine expectations across teams. From checking competitive pricing zones to leading vendor accountability and delivering nine vendor conversions during the peak holiday season, she has set a new standard for excellence.
As she drives private label growth at ADUSA, Boege said honors such as the Private Label Hall of Fame is one she shares with her team.
“It’s validation for all the hard work that goes into our work,” she said. “I also have a sense of pride for my team, as this recognition is truly shared with all my team, teammates, company, and suppliers. It’s the partnerships that have grown over the years and the respect we give to one another. We all want to make a positive difference in this world, and when I see our items come to life on shelf, it’s an honor and a sense of pride knowing that our items are now part of another family’s home.”
Private Brand
iNNOVATOR
Jeannine Buscher
Co-Founder and Executive Vice President of Innovation
FedUp Foods
Jeannine Buscher is not just innovating in the world of private label, she’s redefining it. As co-founder and executive vice president of Innovation at FedUp Foods, Buscher is the driving force behind groundbreaking advancements in fermented functional beverages and cold brew coffee that have raised the bar for private brands.
Curious, collaborative, and relentlessly determined, Buscher blends deep scientific insight with an ability to connect ideas and people.
Her approach is grounded in rigorous research and guided by a deep commitment to ethics and integrity. She embraces the unknown and constantly reaches for perfection, traits that have helped FedUp Foods develop new craft fermentation and precision cold brew methods.
Her breakthrough came during the 2010 “Kombucha Crisis,” a pivotal moment for the fermented beverage industry. As regulatory scrutiny increased, many brands struggled to ensure compliance without sacrificing quality. Buscher’s innovative fermentation methodology enabled FedUp Foods to consistently produce compliant, raw, unpasteurized kombucha, establishing a new industry benchmark. That advancement opened the door to the creation of the first nationally distributed private label kombucha, which now stands as the third-largest player in the market.
Before Buscher and FedUp Foods stepped onto the scene, private label kombucha was a niche offering, largely confined to regional grocery chains. Thanks to her pioneering work, kombucha and other functional beverages have found their way onto the shelves of major national retailers under their own brands, broadening access to health-forward options for more consumers than ever.
But Buscher isn’t stopping there. Her latest achievement — a Regenerative Organic Certified private label cold brew coffee — is the first of its kind and underscores her commitment to sustainability, quality, and innovation. By merging traditional brewing practices with cutting-edge technology, she’s once again transforming a category and proving that private label can lead, not just follow.
Affinity Group
Director, Retail Division
Michelle Helena Denk
Michelle Helena Denk has been described by colleagues as a force of nature in private label innovation, who say she is driven, creative, and relentlessly committed to delivering best-in-class solutions for her retail partners.
As director of the Retail Division at Affinity Group, Denk brings a “go after it and stick to it” mentality to every challenge she takes on, and nowhere is that more evident than in her work with Giant Eagle.
“I have always enjoyed working across organizations to connect ideas and people,” said Denk. “I look back fondly on a milestone from my employment at Giant Eagle within its Own Brands department, during which we launched the range called Laurenti Mediterranean Specialty Foods.”
The new assortment, according to Denk, was a foray into ultra-premium quality in categories such as imported olive oil, bronze-die pasta, sauces, and tapenades.
She was also lauded by colleagues for her work in giving the frozen pizza segment a boost. Recognizing a gap, Denk envisioned something beyond the standard fare of cheese, pepperoni, and veggie options. She saw an opportunity to elevate the category with premium, trend-forward offerings, something that aligned with Giant Eagle’s Market District brand and its commitment to quality and innovation.
To bring this vision to life, Denk collaborated with Connie’s, a manufacturer of high-end pizza and flatbread products. There, she met with the owner and R&D team to craft unique recipes that would help Giant Eagle stand out and lead in the frozen aisle.
The result? A first-to-market line of premium flatbread pizzas under the Market District private label brand, which featured chef-inspired flavors. The lineup includes BBQ Chicken Sicilian Flatbread, Pesto Margherita, Pepperoni Mozzarella, Philly Steak & Cheese, and Meatball Ricotta. Denk also helped launch a traditional Chicago Deep Dish Sausage pizza, further expanding the brand’s reach and appeal.
Bringing high-end products to markets has been a factor in changing the consumer perception of private label products, and Denk believes that trust in product quality has been built over time.
“Much of this evolution is attributed to the caution taken by any given retailer to launch an item bearing their precious brand name,” she said. “We must exhort our teams to know the needs and desires of retailers and consumers and to keep those guardrails in mind for designing items and promotion plans. Consumers trust private label because teams of own brands developers over the past few decades have ensured that the items they’ve allowed to flow through their pipelines are perfected for consumers who are shrewdly evaluating product benefits.”
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Private Label
Hall of Fame
2025