Store Brands

DEC 2015

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Page 18 of 59 / December 2015 / Store Brands 1 9 comes onto our website … so that we are prepared and have timely communication." As a packaging supplier, Zip-Pak also is seeing an increase in the demand for transparency into the materials it uses, food safety standards and more, Malcomson said, adding that such interest is "a good thing." "Consumers don't necessarily understand packaging," he said. "For example, they may think a glass bottle is a better packaging option, but they may not understand the concept of lifecycle analysis and what that means to evaluating packaging. Sometimes there's not a lot of communication that tells them about that kind of thing," he added. "So they're making assumptions about the materials that sometimes aren't correct." He also encouraged retailer participants to be more transparent by giving feedback to the packaging supplier as to what they hear from consumers about the packaging's functionality and performance. Tough questions As consumers' desire for transparency increases, retailers and their suppliers are fielding a lot more questions. And those questions are getting more detailed and tougher to answer. "We get all kinds of questions," Langlands said. "It can be, 'Where is this manufactured?' or 'What's the country of origin?' — and not always simple questions to answer. I can tell you where a product is manufactured, but it is more challenging and time-consuming to identify the source of every single ingredient that may be contained in a product. This requires more follow-up with our manufacturers." It's the same challenge on the supplier side, as Coleman pointed out using the example of soybean Art Malcomson, director of sales and marketing, Zip- Pak; Anna Kaplan, director, private brands, Rexall.

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