2025 Game Changer: Dwight Richmond Town & Country Markets
The private label segment maintained its momentum in 2024 as sales across a host of food and non-food categories continued its multi-year growth streak.
A larger number of consumers in the U.S. have grown accustomed to retail brands that offer quality and value, and more affordable selections than many national brand products. Now, the pressure has been ramped up for retailers and product suppliers to exceed the high bar they have set as they continue developing unique new products.
The honorees featured in Store Brands 2005 Game Changer show the broad selection of ideas that are being implemented by major retailers and product suppliers across the industry. The items are giving shoppers additional choices and allowing retailers to carry products not found elsewhere.
Dwight Richmond
Director of Center Store
Town & Country Markets
Developing a private label program from scratch is no small feat, but Dwight Richmond, Director of Center Store at Town & Country Markets, has done just that — single-handedly.
Over the past year, Richmond has led the charge in expanding the retailer’s private label assortment, prioritizing affordability, local sourcing, and sustainability. His efforts have paid off, with all private label brands on the shelf for more than 52 weeks becoming leading contributors to category growth at Town & Country.
Launching a successful private brand program comes with hurdles, and for smaller retailers such as Town & Country, one of the biggest challenges is finding manufacturing partners willing to produce high-quality products at competitive prices. Unlike larger chains that command massive production volumes, regional grocers often face higher costs and limited supplier availability.
However, Richmond has tackled this head-on, working with manufacturers who align with Town & Country’s values of sustainability and responsible sourcing while ensuring price-conscious options for shoppers.
Town & Country’s private label expansion has resonated with shoppers. New products consistently show strong category penetration, and rather than simply stealing share from national brands, these items have helped grow overall category sales.
Under Richmond’s leadership, Town & Country’s private label portfolio has expanded to include a diverse range of products. Recent launches include candy mints, packaged tea, tortilla chips, olive oil, frozen shrimp, and tortillas. The selection reflects his strategic approach to offering staple grocery items while also introducing premium and specialty products that align with modern consumer trends.
Richmond is working on the next wave of private label offerings at Town & Country, which will include more oils and vinegars, Asian sauces, broths, flour, pasta and pasta sauce extensions, and chocolate bars.
Through his leadership, the grocer has not only expanded its store brand presence but has also proven that smaller grocers can compete with major players in the private label space.
