2024 Private Label Hall of Fame: Peter Kroner of Marketing Concepts Group
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.
Peter Kroner
President & CEO
Marketing Concepts Group
Peter Kroner’s career spans more than four decades and has left an indelible mark on the landscape of private label manufacturing and retailing. The president and CEO of Marketing Concepts Group, he is one of four Lifetime Achievement honorees in the Private Label Hall of Fame’s Class of 2024.
“Earning a Lifetime Achievement Award really means that you're pretty old,” Kroner joked. “But seriously, this is truly an honor that I had never thought about.”
His journey in the world of private label started in 1983 as a buyer at Aldi. It was here that he honed his skills and developed a deep understanding of how private label products can compete with well known national brands. Armed with this knowledge and a passion for raising the bar, Kroner embarked on a new chapter five years later when he founded Marketing Concepts Group, a brokerage firm that would become his platform for driving innovation and excellence in private label.
One of his defining characteristics cited by those who know him best has been his unwavering belief in making store brands better than their national counterparts. This mindset led him to champion the elevation of quality and flavor profiles in private label categories that were ripe for innovation. His recent success stories, such as the launch of Artisan Crafted and Private Selections Deluxe Shells & Cheese at major retailers such as Walmart and Kroger, stand as a testament to his commitment to pushing boundaries.
“I have been blessed to be part of the private brands world for more than 40 years and the tremendous strides the industry has made in product development as well innovation has been brilliant,” he said. “Many retailers now have private brand product development and innovation teams looking to collaborate with key manufacturers to offer their customers best in class options through their private brands rather than try to emulate the products from national brands.”
Kroner’s passion for the private label industry has also been a key to his success. This passion has translated into long relationships with manufacturers and retailers, built on a foundation of trust, integrity, and a shared vision for the future of private label products. As he looks toward the future and the next generation in the world of private label, he offers some advice.
“Listen carefully,” he said. “One should listen 95% of the time to learn and speak only 5% of the time and do not be afraid to fail. When you do fail, learn a lesson as to why you failed, and continue to push for success with the lesson learned. Follow these simple pieces of advice and you will have far more successes in your career than failures.”