2024 Game Changers: Kate Favrow, Associated Wholesale Grocers
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Kate Favrow
Director of Marketing & Brand Communication
Associated Wholesale Grocers
Those who work with Kate Favrow at Associated Wholesale Grocers know how busy she’s been in recent months. Project 1 was her efforts leading a refresh of product packaging for AWG’s Best Choice own brand in an effort to make the products stand out on store shelves. This effort is nearing the halfway point of a brand redesign that includes more than 3,000 items.
Additionally, Favrow has been instrumental in building new websites for AWG’s own brands, along with digital and in-store marketing programs focused on driving shoppers to the private label products stocked by independent grocers.
At AWG, Favrow leads a strong cross-functional team across all departments and hundreds of supplier partners to bring new products and strong packaging design to life. She helps build marketing programs that are turn-key and cost neutral or very low cost for independent grocery retailers to implement.
Beyond AWG, Favrow also lends her expertise to industry-wide issues and is a member of the the Private Brands task force at FMI - The Food Industry Association. She has also leveraged her connections with universities with strong business programs to help marketing and analytics students think about how they leverage real-world solutions to develop marketing programs and analytics to present ideas and case studies for solving independent grocers’ real-world challenges.
