2024 Private Label Hall of Fame: Brooke Rice of Southeastern Grocers
Sixteen 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 San Antonio, Tex. Members of the Class of 2024 are a combination of long-time leaders and up-and-coming visionaries who have provided a strong foundation for an industry that continues to see record-setting growth.
RELATED: The complete list of the Private Label Hall of Fame Class of 2024
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 retail and product supplier honorees in four categories. They include Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion, and Lifetime Achievement.
Brooke Rice
Senior Director, Own Brands
Southeastern Grocers
When looking for a testament to the success Brooke Rice has had at Southeastern Grocers (SEG), one has to look back no further than to 2023 when the grocer earned more than 150 awards for its Own Brand products.
It’s that commitment to excellence along with her ability to navigate relationships and foster collaborations that lead to the development of exceptional Own Brand products and product lines at SEG. It’s also why Rice is a member of the Private Label Hall of Fame’s Class of 2024 in the Private Brand Innovator category.
“I am beyond honored to be named a Hall of Famer,” said Rice. “I’ve participated in PLMA since 2014 and have admired each of the Hall of Fame inductees over the years who have done such great work to bring private label to where it sits today. It’s an honor to be a part of this group.”
One of Rice's more notable contributions to the store brand success at SEG is the creation of Know & Love, the grocer’s exclusive clean label line. Recognizing the growing demand for clean and affordable products, Rice spearheaded the development of Know & Love, offering customers a range of products with vibrant packaging and wholesome ingredients.
The early success of Know & Love underscores Rice's ability to introduce innovative private brand programs that not only meet but exceed consumer expectations.
“Launching know & love is by far my proudest moment. this has been a years-long process to review customer needs, our brand hierarchy, and develop a brand from the ground up,” she said. “I didn’t do this alone and there are so many people who have been working hard on this with me.”
Moreover, Rice's strategic initiatives have also helped combat misconceptions about the quality of the grocer’s Our Brand products through SEG's "Try it, Love it, or Your Money Back" guarantee. This program directly engages consumers, encouraging them to experience SEG's Own Brand products with confidence. By standing behind the quality and value of these products, Rice has played a pivotal role in reshaping consumer perceptions and driving growth in the private brand sector.
“I am incredibly passionate about providing customers a great value without sacrificing quality,” she said. “Working in the private label department affords me the opportunity to do just that and to challenge myself each day. I’m not afraid to test and learn and even fail at times, as long as we fail fast and fail forward to ultimately improve our offering in the process.”
