Just about all major retailers, and a growing number of independent operators, have implemented some aspect of private-label programs in their fresh departments, whether in deli, produce, meat/seafood or bakery. The historic lack of branding in these categories has left the door wide open for identifying signature and specialty items. Here's a glance at what some operators are doing:
t behind its private-label programs in the meat and seafood cases. The retailer has implemented strong specifications, and is building strong relationships with vendors, according to industry observers.
At a newly opened Whole Foods Market in Seattle, the operator unveiled its seafood version of its Whole Meals to Go program. The offerings include both ready-to-heat precooked seafood entrees and sides, in addition to ready-to-cook, preseasoned seafood selections in a sealed package. The line is merchandised in a multideck case across the aisle from the service seafood counter.
Giant Food Stores, Carlisle, Pa., has proven that ongoing, frequent promotion of its Gold Star brand and the meat and seafood department punctuates its commitment to the label. Customers are introduced to the program through ads and are drawn into the department by the frequency of the promotions. Additionally, the chain uses its name in the other destination department -- produce -- to promote its Farmer's Market brand.
Albertson's, Boise, Idaho, has also used private label to capture store loyalty. Four years ago the chain introduced a 13-item line of bagged salad items ranging from traditional garden salad greens to more exotic blends and kits. Additionally, Albertson's offers ready-to-eat mixed vegetables, precut fruit cups and trays along with packaged single-serve chef salads.
Bi-Lo Markets, Mauldin, S.C., puts its private-label perishables under umbrellas in each department. Within the produce department the chain's "Walter" takes on a Betty Crocker-style image. His name appears in conjunction with produce items ranging from packaged salads, bagged potatoes and carrots. Product identifiers and in-department signage further enhance "Walter" as Bi-Lo's brand image in produce.
Fleming Cos., Oklahoma City, has found that its 22-SKU bagged-salad program is very successful, according to industry observers. The keys to success are the wholesaler's willingness to customize products, promote the line, train staff throughout the distribution channel and provide retail merchandising support. Regular performance reviews are conducted with the processor of the line to ensure that the program keeps on a positive track.
Safeway, Pleasanton, Calif., offers a full complement of side dishes to its well-established in-store prepared rotisserie chickens. Creamed spinach, garlic mashed potatoes and macaroni and cheese are just a few choices offered under the chain's Home Style label in grab-and-go guises. The operator's premium private-label Select program has also been put to work in the refrigerated pasta and sauce category.
