SB25_Rising Stars

Every year, Store Brands sets out to recognize the next generation of private label leaders, individuals who are not only excelling in their roles but also driving meaningful progress across the industry. The 2025 Rising Stars embody the innovation, energy, and strategic thinking that are essential to keeping store brands competitive, relevant, and compelling to today’s consumers. This year’s honorees share a deep commitment to delivering value, quality, and fresh ideas to their companies and retail partners. Whether launching new product lines, strengthening brand identities, or collaborating across teams to improve execution, each of these professionals brings passion and purpose to their work. The impact of these Rising Stars is already being felt across the private label landscape. Many have played pivotal roles in building more shopper-centric brands, streamlining supply chains, or identifying on-trend innovations that resonate at shelf. In an era where private brands are gaining ground, their efforts are helping to redefine what store brands can be. As the private label industry continues to evolve, future success will depend on a new generation of leaders. Their drive, insights, and collaborative spirit are setting a new standard, one that ensures the future of store brands is bright, bold, and built to last.

Bright Futures in Private Label

Store Brands’ 2025 Rising Stars are leading with creativity, drive, and purpose, pushing own brands to new heights BY GREG SLETER

As brand manager at Topco, Rebecca Bernhard brings a rare blend of vision, strategy and execution to the cooperative’s private label portfolio. She plays a critical role in shaping Topco’s brand strategy, leading efforts in brand architecture, positioning, and messaging that influence how products connect with consumers across more than 15,000 stores nationwide. Bernhard oversees a portfolio exceeding $1.5 billion in wholesale sales, including Food Club, Topco’s all-member, billion-dollar value brand. Her leadership extends to Crav’n Flavor, Cape Covelle and Sweet P’s Bake Shop, where she helps translate brand identity into effective packaging and merchandising strategies. A key driver behind Food Club’s ongoing brand redesign, Bernhard has been instrumental in reinforcing the brand’s commitment to community through its 5 million-meal donation to Feeding America and a milestone partnership with DreamWorks, tied to Food Club’s 80th anniversary in 2025. Under her leadership, more than 1,000 redesigned items hit store shelves in late 2024, with more on the way. Bernhard also helped spearhead a successful “limited time offer” strategy for Sweet P’s Bake Shop. This included a standout collaboration with Gabby’s Dollhouse, resulting in a new cookie offering and packaging program aligned with the release of the show's upcoming movie. The LTO strategy saw strong results as Valentine’s Day sales rose 52%, and spring cookies tied to holidays such as Easter and Mother’s Day increased 27%. Beyond brand building, Bernhard plays a key mentorship role within her team, guiding junior professionals through the complexities of brand strategy and development.

Rebecca Bernhard Brand Manager, Topco

Michelle Broussard is a driving force behind the evolution of outdoor apparel at Academy Sports + Outdoors. As senior product line manager for Magellan Outdoors Men’s & Boys’ Apparel, Magellan Outdoors Pro, and Brazos Workwear, she brings a blend of creativity, innovation, and customer insight to her work. Broussard’s passion for adventure and design fuels her ability to lead collaborative efforts that keep the Magellan Outdoors brand fresh and relevant. Her collections reflect current trends in style and color while maintaining the performance and practicality that outdoor enthusiasts expect. By maintaining a strong connection with the outdoor community and listening to customer feedback, she helps build trust and loyalty among consumers. One of her standout achievements is the launch of Magellan Outdoors Pro by Jacob Wheeler, a fishing apparel line developed in collaboration with the professional angler. Through this partnership, Broussard helped craft garments tailored for long, competitive days on the water, balancing innovation with functionality. Her use of advanced materials and thoughtful features has made the brand a standout for both casual and serious anglers. What sets Broussard apart is her relentless drive for excellence. Whether it’s through deep research, constant innovation, or a willingness to challenge the status quo, she consistently delivers products that exceed expectations.

Michelle Broussard Senior Product Line Manager Magellan Outdoors Men’s & Boys’ Apparel, Magellan Outdoors Pro & Brazos Workwear Academy Sports + Outdoors

Angela Bruno brings vision, initiative, and leadership to her role as category manager, Grocery, at Topco. Her work on the Topco Leadership Exchange (TLE), a key event aligning internal teams and member companies, has positioned her as a trusted and results-driven leader. Bruno took full ownership of the TLE preparation process, setting clear expectations, anticipating needs, and ensuring alignment across teams without needing direction. Her leadership was essential to the event’s success, and she continued to provide value by working with colleagues to measure outcomes and ensure follow-through on key initiatives. Known for bringing innovation to a traditionally limited space, Bruno launched 11 new items based on curated member insights. She led the development of the Food Club Light Cream 32 oz., navigating complex cross-functional collaboration to bring the product to market in 2025. She also championed the introduction of seasonal products, including a Wide Awake Cold Brew in 2024 and an aerosol whipped topping under Food Club planned for the fourth quarter of 2025. Bruno demonstrated strong product stewardship with the re-launch of Food Club Heavy Whipping Cream in April 2024. She identified the opportunity to introduce fitment caps, bringing the product in line with national brands and enhancing the consumer experience.

Angela Bruno Category Manager, Grocery, Topco

Anne Connolly has quickly become a standout performer at Simmons Pet Food, making a strong impact in the private label pet food space through her leadership, collaboration, and dedication to her customers’ success. Now in her second full year with the company, Connolly manages key accounts that include Tractor Supply, Dollar General, Aldi, Dollar Tree, and Family Dollar. Her work has helped Simmons secure major wins, including being named Companion Pet Vendor of the Year by Tractor Supply, a first for the company. Connolly has played an instrumental role in expanding private label offerings for Dollar General and Family Dollar, working closely with each retailer to introduce new wet pet food items and increase their market share within the category. Her efforts are rooted in strong partnerships, as she is widely respected for her calm, solutions-focused approach and the trust she builds with retail teams. In 2024, Connolly led a major project to shift all manufacturing for one of her largest national retail partners from Canada to the U.S. The move required a complete overhaul of packaging and coordination across multiple teams. The result was a more efficient supply chain for both Simmons and the retailer, further solidifying the relationship and driving business forward. Connolly’s steady leadership, deep customer focus, and ability to drive results have positioned her as a rising star in private brands.

AnnE Connolly Senior Account Executive, Simmons Pet Food

Danielle Davidson is making her mark in the world of private brands as a Brand Manager at Staples. Focused on the Breakroom and JanSan categories, Davidson has demonstrated a rare combination of strategic thinking, creativity, and flawless execution, qualities that have earned her recognition as one of the industry’s rising stars. Davidson has played a central role in launching and growing Staples’ private brand portfolio in these key categories, ensuring the products consistently exceed customer expectations. One of her most notable accomplishments is the successful introduction of Pick Me Up Provisions, Staples’ newest breakroom snack and beverage brand. Her leadership has driven the brand’s swift rise in recognition, with a product lineup that includes K-cups, snack bars, coffee condiments, and more. Beyond launching new brands, Davidson has also breathed new life into existing ones. She led a complete redesign of Perk, Staples’ private brand for breakroom essentials. From refreshed packaging to improved shopability, her efforts have brought a modern, customer-friendly look that aligns with current trends and boosts the brand’s market appeal. Davidson’s success stems from her ability to blend customer insights with bold, forward-thinking brand strategies. Her eye for design, understanding of consumer behavior, and commitment to delivering high-quality products have made her an invaluable asset to the Staples Brands Group. With a proven track record and an eye toward innovation, Davidson is not only shaping the future of Staples’ private brands but she is also helping redefine what’s possible across the industry.

Danielle Davidson Brand Manager, Staples

In just a few short years, Katie Gerrald has emerged as one of the brightest young leaders in Walmart’s Private Brands organization. After earning her MBA in 2021, Gerrald joined Walmart as an analyst and quickly rose through the ranks to become the youngest private brand manager in the company’s general merchandise division. Today, she oversees private brand categories that collectively exceed $1 billion in annual sales, including the Mainstays, Better Homes and Gardens, and Protege Luggage lines. Known for her forward-looking approach and strategic mindset, Gerrald is helping shape the long-term direction of these key categories by anticipating consumer trends and finding new ways to grow market share. Earlier in her Walmart career, Gerrald made a strong impact on the Fabrics and Crafts business. She played a lead role in developing the Hello Hobby brand, launching products like Hello Hobby Vinyl to fill white space opportunities in die-cutting, and introducing innovation in general craft tools. Her efforts in product development and supply chain optimization not only drove savings for customers but also advanced sustainability goals, including eliminating Styrofoam in cemetery program products. Gerrald's entrepreneurial spirit was evident long before Walmart. As an MBA student, she founded Krazy Kollections, a small business she grew through savvy marketing, smart partnerships, and financial discipline. That same drive and creativity now fuel her success in the corporate world. In addition to her professional achievements, Gerrald has served on the logistics team of the Cancer Challenge in Northwest Arkansas since 2010, reflecting her dedication to giving back to the community.

Katie GerRald Manager, Food & Kitchen Storage & Luggage Private Brands, Walmart

With a deep-rooted passion for understanding the “why beneath the why,” Candyce Godfrey brings curiosity, purpose, and insight to every facet of her work in grocery retail. As manager of consumer insights at Ahold Delhaize USA, Godfrey plays a critical role in shaping the private brand strategies of its five regional banners: Food Lion, Giant Food, The Giant Company, Hannaford, and Stop & Shop. Godfrey leads the insight strategy behind the company’s private brand portfolio, ensuring product development and brand decisions are guided by a nuanced understanding of evolving consumer needs. One of her most impactful contributions has been the Private Brand Portfolio Review, an insight-led, cross-functional initiative designed to align offerings with customer behavior, brand identity, and strategic vision. Driven by an insatiable curiosity and a belief that consumers should always have a seat at the table, Godfrey transforms data into compelling narratives that inspire action. She views insights not just as a deliverable but as a catalyst for innovation and alignment across teams. Before joining Ahold Delhaize USA, she served as manager of guest insights at The Fresh Market, where she honed her expertise in the premium grocery space. She now also contributes industry-wide as a member of FMI’s Private Brands Leadership Council and its Research & Insights Committee. Outside of work, Godfrey brings her servant leadership mindset to her role as a board member for Big Brothers Big Sisters of the Central Piedmont.

Candyce Godfrey Manager, Consumer Insights Ahold Delhaize USA

Alfred Izzo has quickly become an integral part of the Staples Brands Group, earning a reputation for operational excellence, proactive leadership, and strong cross-functional collaboration. As project manager for inventory and supply chain, Izzo has played a critical role in high-visibility private brand initiatives that demand precision, agility, and teamwork. Izzo was a key contributor to the successful launch of Staples Brand Tech, a complex project with a large SKU count, tight delivery windows, and multiple logistics transfers. His attention to detail and ability to anticipate and address challenges helped ensure products moved seamlessly through the supply chain to meet on-shelf timelines. He worked closely with both internal teams and external partners, driving accountability and progress across every stage of the project. Demonstrating a clear eagerness to grow, Izzo volunteered to take on the food and beverage category, an entirely new area for the team. He embraced the category’s unique complexities, from new suppliers and varied flow paths to aggressive timelines, managing the initiative with steady communication, adaptability, and a focus on results. Known for his action-oriented mindset, Izzo is quick to dive into challenges and mobilize the right people to resolve issues. He is recognized across departments for fostering a team-first environment, consistently going above and beyond to support colleagues and deliver for Staples’ private brand customers. With his strong sense of urgency, collaborative spirit, and a drive to improve processes, Izzo is not only a valued contributor today but also a promising leader for tomorrow.

Alfred Izzo Project Manager, Inventory & Supply Chain, Staples

A driving force behind several high-impact private label launches, Emily McKarnin has quickly emerged as a standout in the private brand industry. As senior food technologist at Simmons Pet Food, McKarnin led the development and launch of two new product lines for major retail partners, delivering each project on time and with precision. Most notably, she spearheaded the formulation of 18 distinct wet pet food products for a new private label brand. From concept to shelf, McKarnin managed every phase of development, skillfully navigating ingredient and nutritional constraints, regulatory requirements, and tight customer deadlines. Her deep technical knowledge, strong organizational skills, and ability to lead cross-functional teams proved critical to the successful launch. McKarnin’s impact extends beyond product development. She is known for her reliability, attention to detail, and clear communication. Her collaborative mindset has helped her build trust across internal departments and with external partners. Her ability to manage multiple priorities while staying focused on execution has made her a go-to leader on complex projects. With a customer-first approach and a sharp eye for innovation, McKarnin continues to set the standard for operational excellence at Simmons. Her rising influence, steady leadership, and commitment to quality make her a key contributor to the company’s success.

Emily McKarnin Senior Food Technologist, Simmons Pet Food

Driven by a passion for sustainability and excellence, Dulce Mireles has quickly emerged as a rising star in the world of private label product development. As a Senior Product Developer for Whole Foods Market’s Exclusive Brands, Mireles leads with a consumer-first mindset and a science-backed approach that fuels innovation in the breakfast and dairy categories. Since joining Whole Foods Market in 2020 as a kitchen technician after earning her B.S. in Food Science from Texas A&M, Mireles has advanced rapidly, earning multiple promotions and industry certifications, including Certified Food Scientist and Certified Coffee Trade Expert. She also serves on the store brand industry’s Women Impacting Storebrand Excellence (WISE) Junior Board, where she mentors peers and leads leadership enrichment sessions. Mireles’ standout achievements include developing award-winning products like the Organic Carrot Cake Oatmeal and Barista Oat Milk, which outperformed category leaders in taste tests. She has also launched innovative offerings such as compostable K-cups and Regenerative Organic Certified oats and coffees, supporting Whole Foods’ mission to nourish people and the planet. Beyond her technical expertise, Mireles is known for building community. She brings people together, whether through team events like gordita-making celebrations or by mentoring junior developers, while championing diversity, sustainability, and quality. Her forward-thinking mindset and dedication to product excellence continue to raise the bar for store brands and reinforce her place as a leader shaping the future of private label.

Dulce Mireles Senior Product Developer, Whole Foods Market

Noha Mourad has been the driving force behind Taste of Nature Foods Inc.'s growth in the private label space. As manager of R&D and regulatory, Mourad has led the development of more than 50 private label products over the past four years, fueling a rise in business from nearly zero to $30 million and helping the company earn recognition as one of Canada’s Top Growing Companies in 2024. Her impact spans innovation, leadership, and operational excellence. A standout in food science and product development, Mourad was the creator behind a PLMA 2024 Salute to Excellence Award-winning product, overcoming technical challenges with cross-functional collaboration and inventive problem-solving. Her strategic mindset was also on display when she reimagined a new product format using existing equipment, eliminating the need for costly capital investment. Mourad works closely with operations, supply chain, and FSQA teams to troubleshoot production issues and resolve ingredient sourcing challenges. She plays a hands-on role in meetings with retail partners, where her ability to understand and deliver on nuanced product goals has earned widespread respect. Beyond her technical expertise, Mourad is a standout cultural leader at Taste of Nature. She embodies the company’s values through her involvement in its engagement committee and by fostering a collaborative and empowering environment. Her peers describe her as authentic, empathetic, inspirational, and a mentor and motivator whose leadership style blends creativity with compassion. In 2023, Mourad earned her Certified Food Scientist designation, and in 2024, she completed an executive leadership program for women, both reflective of her ongoing commitment to learning and growth.

Noha Mourad Manager, R&D and Regulatory Taste of Nature Food

In a short time, Tyler Olinger has made a strong impression as a rising leader in the private brand space at Associated Wholesale Grocers (AWG). As product manager, Olinger has led multiple cross-functional projects, helping bring new private brand products to market while streamlining communication with more than 300 vendor partners. Olinger played a central role in organizing AWG’s inaugural virtual vendor summit, a major step in enhancing collaboration across the supply chain. She also supports AWG’s member retailers who carry their own brands or source Topco brands, guiding them through processes with professionalism and a solutions-oriented mindset. A key contributor to AWG’s Category Initiative process, Olinger works closely with category managers, analysts, and the AWG Brands team to drive insight-led decisions on assortment, sourcing, product launches, and planogram development. She has built tools, templates, and timelines that keep all stakeholders aligned and accountable, ensuring that launches stay on track. Olinger is known for her curiosity, drive, and detail-oriented approach. She brings a calm, organized energy to her work, keeping teams focused and tasks moving forward while always listening and collaborating with empathy. Her ability to manage complexity and execute with precision has made her an indispensable part of the AWG Brands team. With her initiative, cross-functional leadership, and clear passion for private brands, Olinger is well on her way to shaping the future of the business.

Tyler Olinger Manager, Private Brands, Associated Wholesale Grocers

Hung Pham’s strategic mindset and innovative approach have made him a standout leader in the private label industry. Based in Vietnam, Pham has played a pivotal role in the success of Olam Food Ingredients’ private label nut division, spearheading the launch of more than $33 million in new products over the past year alone. His ability to develop tools and processes that drive growth has empowered cross-functional teams, enhanced collaboration, and helped streamline product development. Pham’s attention to detail and solutions-oriented thinking allow him to consistently deliver high-performing products that exceed market expectations. Despite the challenges of operating from across the globe and working in English as a second language, Pham bridges cultural and linguistic gaps with ease. His adaptability, commitment, and global perspective are instrumental in helping Olam meet the evolving needs of its retail partners and consumers. A true behind-the-scenes force, Pham’s leadership style is marked by humility and a focus on enabling others to succeed. His work continues to shape the future of private label with a blend of technical excellence and global awareness that makes him a rising star.

Hung Pham Senior Manager, Private Label Nuts Olam Food Ingredients

Jessica Sakino is a force behind Grocery Outlet’s growing private label success. With a background in food science and strategic sourcing, Sakino stepped into a new role as senior product manager and quickly proved she could lead across the full product lifecycle—from analytics and brand strategy to packaging and marketing. In the past year, she developed and launched multiple private label programs that exceeded expectations. Every category she managed saw more than 10% growth, outpacing sales and profit forecasts. Her ability to bring together data, design, and strategy helped convert even skeptical store owners into champions of her work. One of Sakino’s most notable achievements was the development and successful commercialization of a new private label baking line in time for the 2024 holiday season. Working across 12 baking categories and coordinating with eight suppliers, she launched more than 25 SKUs, all hitting the shelf on time. The program brought double-digit growth to a traditionally stagnant category, showcasing her strong project management, supplier collaboration, and communication skills. In addition to launching new products, Sakino helped the company reduce costs by more than 20% across key retail supply items through improved sourcing strategies and supplier negotiations. Her colleagues describe her as passionate, visionary, and deeply collaborative. A perfectionist at heart, Sakino relentlessly drives quality while maintaining affordability, ensuring every product delivers meaningful value for Grocery Outlet’s needs-based shoppers. She pays close attention to packaging and brand strategy, turning individual SKUs into a cohesive and compelling shelf presence.

Jessica Sakino Senior Product Manager, Grocery Outlet

With a strong background in manufacturing and regulatory compliance, Ashley Sturdivant has quickly become a key leader within Topco’s Quality Assurance team. As associate quality assurance manager, she oversees QA and regulatory compliance for products in the Center Store, Health & Beauty Care, and Grocery divisions, as well as managing a team responsible for fresh meat and seafood. Supporting product lines that generate more than $1.5 billion in annual sales across the U.S. and international markets, Sturdivant brings a comprehensive, risk-based approach to quality assurance. Her manufacturing experience across both food and non-food sectors allows her to navigate complex compliance challenges with confidence and precision. She was instrumental in Topco’s compliance with the Modernization of Cosmetics Regulation Act, collaborating with suppliers to bring more than 1,300 products in line with updated FDA requirements, the most significant regulatory change to cosmetics since 1938. She also led the reimagining of Topco’s Supplier Compliance Program, integrating industry trends, regulatory updates, and consumer feedback into a more efficient and effective review process. Sturdivant’s leadership extends beyond regulatory work. She manages Topco’s Quality Assurance Internship Program, where she recruits and mentors future talent. More than 75% of her interns have transitioned to full-time roles at Topco, a testament to her commitment to talent development. In 2024, Sturdivant led initiatives to enhance product quality across more than 10 categories, resulting in stronger consumer satisfaction and increased sales. Her efforts helped bring more than 150 new products to market in the past year, all while fostering a culture of collaboration and partnership with suppliers and internal teams.

Ashley Sturdivant Associate Quality Assurance Manager, Topco

Morgan Tamez is redefining leadership and innovation within Whole Foods Market’s Exclusive Brands division. As a Senior Team Leader, she brings a strategic mindset and a passion for problem-solving that has directly impacted both her team and Whole Foods Market customers. Known as a servant leader, Tamez combines intelligence, empathy, and a commitment to continuous improvement. She is highly respected for her ability to navigate complex challenges with clarity and positivity, always seeking collaborative solutions that benefit internal teams and external partners alike. Tamez has authored and is now executing a multi-year strategy focused on bringing trendy, seasonal, and innovative flavor offerings to the retailer’s Candy, Snacks, and Beverages private brand assortment. Her leadership has fueled the development of crowd-pleasing products that reflect consumer demand for bold, fun, and globally inspired flavors. Recent standouts include honey mustard, spicy dill, Mediterranean herb, BBQ habanero, and white cheddar snacks. Working cross-functionally with product and design teams, Tamez champions a “Yum and Fun” approach, emphasizing flavor-forward innovation paired with engaging packaging and brand storytelling. Her deep respect for supplier relationships, coupled with strong listening and communication skills, has made her an effective and inspiring partner across the private label ecosystem.

Morgan Tamez Senior Team Leader, Exclusive Brands Whole Foods Market

In less than two years at Misfits Market, Madeline Tate has emerged as a rising force in the private label industry, helping to transform the company’s owned brand program with both speed and precision. Tate played a key role in the rebrand of Misfits Market’s private label offerings following its acquisition of Imperfect Foods. Joining the project midstream, she quickly took charge, coordinating efforts across dozens of suppliers, printers, and a third-party design agency. The rebrand, encompassing more than 60 products, expanded the Odds & Ends brand presence and strengthened its alignment with Misfits’ sustainability mission. Her project management and leadership delivered results. The company’s bakery program saw 55% year-over-year growth, while deli and prepared foods surged 110%. Her ability to balance strategy and execution was critical to these outcomes, even as she navigated unexpected supplier closures and shifting production timelines. Beyond driving growth, Tate’s work has directly supported Misfits Market’s mission of reducing food waste. Many of the new products she helped develop have become top sellers, showcasing her skill in leveraging both new and existing supplier relationships to create high-impact, mission-aligned offerings. Tate’s success stems from her proactive mindset, adaptability, and talent for relationship-building. She thrives in cross-functional settings, earning the trust of internal and external stakeholders alike through clear communication and collaborative leadership. Still early in her retail career, Tate has already made a lasting mark. Her ability to manage complexity, build strong teams, and deliver measurable results underscores her potential as a future leader in private brands.

Madeline Tate Product Development Manager, Misfits Market

Gabby Toscano is redefining what success looks like in private brand sourcing at Whole Foods Market. As principal sourcing leader for the Meals category, Toscano has helped deliver more than $200 million in annual sales with 8% year-over-year growth and a 10% increase in performance over forecast, all while maintaining a 98% fill rate, the highest in her team. Her strategic sourcing and assortment decisions have translated into standout results. Toscano led the reset of 13 oil SKUs to manage inflation-driven shelf costs, reformulated a key pickle item, and introduced six new shelf-stable condiments. She’s known for her data-driven mindset and ability to blend financial strategy with customer-first innovation. Toscano’s impact extends beyond numbers. In 2024, she hosted her first Joint Business Planning sessions with key suppliers and represented Whole Foods at global trade shows, initiatives that helped capture $7.4 million in added value and bolstered critical supplier relationships. She also played a pivotal role as Seasonal Sourcing Captain, spearheading the successful rollout of 69 Exclusive Brand limited-time offers (LTOs), which drove a 13% lift in seasonal sales. Toscano not only improved internal alignment by integrating LTO workflows across branded and center store teams but also strengthened execution timelines and collaboration. Her commitment to growth is reflected in her completion of the Stagen Foundational Leadership Program, showcasing a dedication to developing as an empathetic and visionary leader. Colleagues describe Toscano as a strategic thinker with sharp attention to detail and a relentless focus on product quality and customer satisfaction.

Gabby Toscano Principal Sourcing Leader, Meals, Whole Foods Market

Brandon Wehmeyer is a forward-thinking, data-driven leader helping to shape the future of Dollar General’s private brand business. Since joining the retailer in 2022, he has made an impact across the Beauty & Personal Care categories by championing innovation, improving operational efficiency, and delivering greater value to customers, all hallmarks of the company’s mission to serve others. With experience rooted in private brands, Brandon stepped into a new category with enthusiasm and purpose, quickly proving his value. Among his key accomplishments is the creation of a Power BI dashboard that centralizes vital data — sales, inventory, receipts, and purchase orders — enabling faster, smarter decision-making across teams. He also partnered with Dollar General’s Merchandise Analytics team to build an automated advertising template that enhances campaign performance evaluations and supports long-term growth strategies. Brandon’s ability to translate insights into practical solutions was especially evident in his overhaul of the retailer’s picnic planogram. Recognizing an opportunity to improve product flow and accessibility, he led a reorganization that grouped items by price instead of product type. The redesign introduced a dedicated “dollar picnic” section to improve access to budget-friendly items, while also leveraging its new private brand RFP process to drive meaningful cost savings and product enhancements. Beyond Dollar General, Brandon contributes to the broader private label industry as a member of the PLMA Retail and Wholesale Advisory Board, where he collaborates on trends and strategic initiatives.

Brandon Wehmeyer Senior Brand Manager, Beauty & Personal Care Dollar General

Jessica Sakino Senior Product Manager, Grocery Outlet

Known for his continued pursuit of excellence, Paul Lukason, senior manager of Project Management at Staples, is a Store Brands 2025 Rising Star, a testament to his exceptional dedication and impactful contributions to the company's private label success. Lukason's role involves leading his Project Management team to coordinate and deliver projects and programs within Staples' Breakroom and Furniture categories. He also supports the Staples Brands Group PMO in defining processes that enable his globally dispersed team to deliver products on time and to specification. His commitment to the best interests of both the brands and consumers is evident in his flexible and adaptive project management leadership, which spans multiple categories. He has diligently mastered his craft, effectively raising the bar for what a private label project management team can achieve. This past year, Lukason spearheaded his team's efforts to plan and position more than 40 new and impactful product offerings within the Pick Me Up brand. He also guided several exciting initiatives in the Furniture category and led rebranding efforts for the Perk brand. Lukason's passion for getting it right is well known among his colleagues. He's not afraid to ask the tough questions, whether process or product-related, to ensure optimal outcomes. Recognizing that product delivery is a team effort, he prioritizes partnership and relationship building, making him a sought-after collaborator. He has built strong connections with colleagues worldwide, often from their first day, with many team members praising his attentive onboarding that quickly enabled them to contribute.

Paul Lukason Senior Manager, Project Management, Staples

Gabby Toscano Principal Sourcing Leader, Meals, Whole Foods Market