Organic Produce Summit Unveils “Private Label vs. Consumer Brand: The Competition for Shelf Space” Education Session; Randy Riley Comments
MONTEREY, CA - Debates on consumer brands versus private labels continue to rage on, especially in the evolving organic fresh produce sector. As arguments are made for both, the Organic Produce Network (OPN) is bringing the discussion to its Organic Produce Summit (OPS) 2022 with its newly announced education session: “Private Label vs. Consumer Brand: The Competition for Shelf Space.”
“Moderating this robust discussion about the growing importance of retailer private label is of paramount importance to the future of the industry’s growth,” said Randy Riley, Co-Owner of GoldenSun Insights and moderator of the discussion. “When private labels started as a price value proposition to offer consumers, few could have predicted its evolution to outpacing national brands in 2021. We’re excited to bring together the grower, marketer, and retailer community to understand what this shift means for the industry and for the consumer.”
Through this session, panelists will come together to explore the changing dynamics and challenges of traditional consumer brands as they go head-to-head with private labels to win over shoppers, a press release stated. The session will feature Jeff Cady, Director of Produce and Floral of Tops Friendly Markets; Josh Leichter, Chief Executive Officer of Pacific Trellis Fruit; and Dave Hewitt, Vice President of Sales of 4Earth Farms.
This conversation will be especially relevant as the growth of the organic fresh produce sector has led to sales of $9 billion in 2021, spurring the development of private label products as retailers look to build brand recognition for their organic offerings. On the other hand, consumer brand marketers believe a consumer’s ability to know who the producer of a product is and where it comes from is a benefit that is unavailable through private labels.
Panelists will discuss each side of the argument and what the shift from consumer brands to private labels could mean for both suppliers and retailers.
In addition to this education session, OPS 2022 will include a pair of education sessions as well as a keynote presentation, a selection of field tours for retailers and buyers, a gala, and a sold-out trade show floor with over 150 producers and processors.
Being held July 13–14 in Monterey, California, registration to attend the event is now open.
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