2023 Private Label Hall of Fame: Andrea Collaro, Walgreens
16 leaders from the world of private brands were recently honored as the newest inductees to the Private Label Hall of Fame.
During a ceremony held during the Private Label Manufacturers Association’s (PLMA) Annual Meeting & Leadership Conference in Orlando, Fla., members of the Class of 2023 shared stories of the challenges each has overcome to succeed in a highly competitive industry.
Created in 2006 to recognize those who have made significant contributions to the growth and development of the global private brand industry, this year’s event featured updated categories that each included two retail and two supplier honorees. The categories are Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion and Lifetime Achievement.
“We proudly celebrate the outstanding achievements of these proven leaders and innovators,” said Peggy Davies, president of PLMA. “Their hard work and dedication are instrumental to the success of the store brands business.”
“The 16 honorees represent the best of the best from across the world of private label and showcase the depth of talent the industry has to offer,” said Greg Sleter, executive editor and associate publisher of Store Brands. “This august group of retailers and suppliers have had a major impact on the private label business and will continue to do so in the years ahead.”
This special section features profiles of each of the new Hall of Famers.
Andrea Collaro
Senior Director, Owned Brands
Walgreens
Private Brand Champion
With oversight of more than a dozen private brands that encompass more than 4,500 items, the product development efforts at Walgreens led by Andrea Collaro have touched consumers across the U.S. and earned her recognition as a 2023 Private Label Hall of Fame honoree in the Private Brand Champion category.
Starting her professional career as a pharmacist, she would often recommend private brand products to customers, understanding each product’s equivalency to national brands, their efficacy and the value they offered.
“Originally, I wanted to be a lawyer,” she said. “Working for my brother Ben (who is also a pharmacist) as his pharmacy technician is how I became interested in pharmacy. The first day on the job I loved it and switched my focus to being a pharmacist.”
Collaro also points to her brother as the person who had the greatest influence on her career.
“My approach to taking care of consumers is emulated off of how he interacted with patients,” she said. “He remembered everyone’s name and their story and treated everyone with respect. I loved that approach and to this day I do the same.”
Her experience as a pharmacist put her on path for success at Walgreens. Today, Collaro spearheads product development across several divisions including health & wellness, beauty, personal care, grocery & household and seasonal & general merchandise.
The success she has enjoyed stems largely from Collaro being a lifelong learner who is willing to take chances and reach beyond her comfort zone.
"This approach has served me well throughout my career,” she said. “I started out as a pharmacist in our stores, first-hand taking care of patients in need. I use that background every day in my job, which guarantees that I put the customer at the heart of what I do.”
With oversight across multiple product categories, Collaro said it’s difficult to pinpoint a specific project that gives her the most pride.
“I have developed a lot of Owned Brand products directly or led teams to do so across platforms of unmet needs,” she said. “The development of our Free & Pure Vitamin and Supplement line as well as our medical device platform are great examples of leading a team of great product development managers.”
As she looks ahead to the next stage of her career, she feels the sky’s the limit.
“My future goals are simple: continue to challenge myself and push into new territories and encourage my team to do the same,” she said. “Regardless of what role I am in, the goal will be to develop products and services that meet and exceed the needs of our consumers. Strong partnerships both internal and external will enable this ambition.”