2024 Private Label Hall of Fame: William Crosby of Crosby Foods
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.
William Crosby
Executive Vice President
Crosby Foods Ltd.
Crosby Foods’ legacy in the food industry spans 145 years and its roots are deeply entrenched in a singular product-focused approach. But William Crosby, the company’s vice president, saw beyond that tradition, envisioning a future where private label manufacturing would take center stage.
Driven by a combination of strategic acumen and a relentless drive for excellence, Crosby has rebranded and repositioned the company while also paving the way for unprecedented growth domestically and internationally. His efforts and vision are key factors why Crosby was selected as a 2024 Private Label Hall of Famer in the Next Gen Private Label Leader category.
One of Crosby’s first strategic moves was the establishment of an innovation center within Crosby Foods. This dedicated space became a breeding ground for new products, specifically designed to cater to the evolving needs of private label customers. Under the banner of "Better for You," these products were not just about meeting market demands but about setting new standards for health-conscious consumers.
Central to his approach was the formation of a specialized team solely focused on private label development. This team, fueled by Crosby’s ethos of openness to new ideas and unwavering curiosity, delved deep into market insights and consumer preferences. Their efforts were not just about creating products; they were about crafting experiences that resonated with retailers, export brokers, and ultimately, end consumers.
With a portfolio enriched by innovative offerings, the company began exploring new product opportunities across traditional categories. What set these products apart was not just their quality but their alignment with the "Better for You" ethos, reflecting Crosby’s commitment to healthier choices and sustainable practices.