Sunflower Revamps Private Label

BOULDER, Colo. — Sunflower Farmers Market in 2011 will roll out new packaging for its 1,000-plus SKU line of private-label products now that it has acquired the rights to use its name on them from Supervalu, the president of Sunflower told SN.

BOULDER, Colo. — Sunflower Farmers Market in 2011 will roll out new packaging for its 1,000-plus SKU line of private-label products now that it has acquired the rights to use its name on them from Supervalu [3], the president of Sunflower told SN.

Sunflower previously used an image of a sunflower with its slogan, "Serious food, silly prices," on its private-label packaging, but is in the process of designing new labels with the Sunflower Farmers Market name.

Minneapolis-based Supervalu previously held the rights to the Sunflower name across most of the U.S., but Sunflower recently bought the rights for undisclosed terms. As previously reported, Sunflower is converting its three Newflower Farmers Market stores in Texas to the Sunflower name effective Jan. 5, reflecting the acquisition of the naming rights.

It also plans to begin using the sunflowerfarmersmarkets.com website. It has been using sfmarkets.com [4]. "We are going to start using the name in whatever ways possible," Chris Sherrell, president and chief operating officer, Sunflower, told SN.

Supervalu has retained exclusive rights to use the Sunflower name in Alabama, Arkansas, Louisiana, Mississippi and Tennessee so that its independent customers can continue to operate under the Sunflower banner name in those states, a Supervalu spokesman told SN.