2023 Private Label Hall of Fame: Andy Russick, Pacific Coast Producers
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.
Andy Russick
VP, Sales & Marketing
Pacific Coast Producers
Lifetime Achievement
In his 35-year career, Andy Russick has played a major role in the development, expansion and improvement of canned fruit and tomato private label programs in grocery and foodservice. Through his innovative leadership, Pacific Coast Producers (PCP) went from a small co-packer to a premier produce company that has reached $1 billion in sales.
One of Russick’s achievements includes being an innovator in fruit bowl growth. What is now a staple in kids’ lunches across America started as a small co-pack agreement between Dole and Pacific Coast Producers. After Dole moved production overseas, Russick built a private brand program in support of the American farmer that is now in most grocery stores and school cafeterias. He also pushed for non-BPA packaging for these products before many regulations were in place.
Russick said that this initiative, like others, was especially important to him because of the initial lack of reception.
“Time has proven that we were right to market both lines of products and what was once a belittled notion by many are now ‘must-haves’ in virtually every grocery store and alternative format from coast-to-coast,” he said. “My good friend and fellow sales manager, Linton Hall, would frequently tell me and the rest of our team that we should never consider any negative feedback as rejection, but rather we should realize that we are simply 19 or 20 no’s closer to a yes.”
One of Russick’s other accomplishments includes effectively applying for Specialty Crop grants from the United States Department of Agriculture (USDA). The first grant PCP received was for launching a new product, and a subsequent grant was to expand markets for another product. Russick proposed a grant simply for marketing fruits, and prior to his initiative, private brand manufacturers did not consider themselves eligible for a government marketing grant.
Russick insisted that it was up to PCP to become the advocate for canned fruits and tomatoes generally, and especially for the private label segment. PCP was awarded the grant, and this was the formal launch of the company’s marketing efforts.
Looking ahead, Russick looks to continue PCP’s growth, with new product launches on the horizon, including California-grown Mandarin orange canned and bowl line along with a foodservice and retail apple and applesauce line.
“My goal for the rest of my career will be to make sure that the PCP team continues improving every year and that our customers more thoroughly appreciate our value, knowledge, quality, relevance and professionalism,” said Russick.