2024 Private Label Hall of Fame: Chad Mallory of Amazon Fresh
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.
Chad Mallory
Senior Product Manager
Amazon Fresh Private Brands
As a senior product manager at Amazon Fresh Private Brands, Chad Mallory is in charge of several fast-growing product segments, including Chilled Dips & Spreads, Deli Salads, and Value Fresh Ready Meals. Not bad for someone who is just 25 years of age.
Mallory’s love of private label products began at age 13 when he discovered the world of extreme couponing. This early exposure ignited a spark within him, leading him on a path of entrepreneurship and innovation. He founded a nonprofit coffee brand, interned at major consumer packaged goods (CPG) companies, and at age 19, was recognized as the Emerging CPG Leader of the Year and Emerging Retail Leader of the Year. His latest accolade is as a member of the Private Label Hall of Fame Class of 2024 in the Next Gen Private Label Leader category.
“The landscape of private brands has changed dramatically within the last decade and the role of these brands are more important than ever,” he said. “I’m grateful to be recognized for my success in an industry where our products bring joy and delight to the customers we serve.”
In his current role as senior product manager for Amazon Fresh, he has successfully launched 13 new private brand products that have become top sellers, solidifying the company’s position in the grocery space.
This success was the result of Mallory identifying a gap in the assortment for private label single-serve refrigerated meals at opening price points amidst inflation and economic uncertainty. Leveraging his expertise in data analysis and market insights, he crafted a strategic roadmap that led to the launch of four new meals in less than six months. These meals not only filled the void in the market but also became top-sellers in the Complete Meals Prepared Deli category across Amazon Fresh.
“Inflation was at historical highs and people were looking for tasty, convenient, and budget-friendly lunch and dinner options,” he recalled.
Mallory’s success is rooted in his care for his customers, particularly Gen Z and Millennials. This approach directly influences his product development strategies, resulting in innovative offerings tailored to meet the unique needs and preferences of these demographics.
As an example, he introduced Two-Compartment Hummus Snack Packs for families with young children, catering to busy parents looking for convenient and healthy snack options. Similarly, his Single-Serve Refrigerated Value Meals cater to Gen Z single households, offering affordable yet delicious meal solutions.