SIGNATURE BRANDS REDEFINE SUPERVALU

ROSEMONT, Ill. -- Supervalu is using a new premium tier of private-label products to help redefine itself in a commoditized marketplace.Craig Espelien, general director of store brand and strategic sourcing for the Minneapolis-based wholesaler/retailer, said moving the company beyond simple "me too" products has entailed a new, devoted top-to-bottom focus on execution and leadership.Espelien made

ROSEMONT, Ill. -- Supervalu is using a new premium tier of private-label products to help redefine itself in a commoditized marketplace.

Craig Espelien, general director of store brand and strategic sourcing for the Minneapolis-based wholesaler/retailer, said moving the company beyond simple "me too" products has entailed a new, devoted top-to-bottom focus on execution and leadership.

Espelien made the comments during the annual convention of the Private Label Manufacturers As

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