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A breakfast presentation served store-brand cereal.
A first-ever Pet Care Pavilion put the spotlight on store-brand pet food and supplies.
The Whole Paws brand from Whole Foods was among the products featured in the Pet Care Pavilion.
Inter-American Products, Kroger's private-label division, included noodles in its display.
Inter-American Products also showed off some cheese and spices.
Store brands produced in France and other countries were on display.
Safeway's Lucerne private-label division exhibited at the show.
Lucerne presented its carbonated soft drinks.
Attendees were served frozen store-brand pizza.
Whole Foods Co-CEO John Mackey delivered the keynote.