PRIVATE-LABEL HBC APPLIED BY CERTIFIED OF MIDWEST

HODGKINS, Ill. -- Certified Grocers Midwest is giving its health and beauty care section a private-label makeover.The wholesaler is introducing 70 items of Shurfine private label from Shurfine Central Corp., Northlake, Ill. Shurfine will be rolled out to 150 of the cooperative wholesaler's 260-member stores."We're getting back into a store brand to offer value-added HBC products to consumers," said

HODGKINS, Ill. -- Certified Grocers Midwest is giving its health and beauty care section a private-label makeover.

The wholesaler is introducing 70 items of Shurfine private label from Shurfine Central Corp., Northlake, Ill. Shurfine will be rolled out to 150 of the cooperative wholesaler's 260-member stores.

"We're getting back into a store brand to offer value-added HBC products to consumers," said Chuck Witt, Certified's director of general merchandise and HBC.

The

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