2025 Private Label Hall of Fame: Carolyn Boege of Ahold Delhaize USA
Nine leaders from the private label world are the newest members of the Private Label Hall of Fame. Induction ceremonies were held during the Private Label Manufacturers Association’s Annual Meeting & Leadership Conference in Scottsdale, Ariz.
Members of the Class of 2025 are a combination of leaders with a history of growing store brand products, along with those who continue to impact the current-day marketplace.
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 three categories: Lifetime Achievement, Private Brand Champion, and Private Brand Innovator.
“Our nine-member Class of 2025 represents the best-of-the-best thought leaders and changemakers,” said Peggy Davies, president of PLMA. “Their commitment and dedication to private label is an inspiration to all.”
Carolyn Boege
Private Brands Category Development Manager
Ahold Delhaize USA
Exceptional leadership, strategic thinking, and a transformative impact on private label development within her organization are among the plaudits shared by colleagues of Carolyn Boege.
The private brands category development manager at Ahold Delhaize USA is seen as a driving force in ADUSA’s evolving approach to private label, from item development to full-scale business management. Most notably, in the fourth quarter of 2023, she took on the responsibility of managing two private brand category desks supporting 10 category managers across condiments, shelf-stable sides, and multicultural foods. In total, she oversees more than 2,500 items from 57 vendors across 27 categories, all while leading a lean team of three, including herself. Despite the scale, Boege treats every item as essential, balancing precision and positivity in everything she does.
“Each year brings new challenges and opportunities,” Boege said. “It’s all in how you handle and embrace change that makes the difference and allows you to stay relevant.”
She is a driving force in Ahold Delhaize USA’s approach to private label, from item development to full-scale business management. Boege brings analytical rigor and creative thinking to every decision, validating her strategy with clear logic and measurable results. Whether it’s forecasting, cost savings, or vendor negotiations in notoriously cost-constrained categories like canned meat, vegetables, and salad dressings, Boege delivers—often ahead of schedule.
In 2024, Boege's work generated +3.6% in dollar growth and boosted unit growth by an impressive +25.9%. She also achieved a 46 basis point increase in dollar penetration and a 128 basis point increase in unit penetration, reinforcing her ability to drive meaningful business results. Beyond the numbers, Boege has become a model for how private brands can thrive. She’s led 27 category reviews and 12 RFPs, helping redefine expectations across teams. From checking competitive pricing zones to leading vendor accountability and delivering nine vendor conversions during the peak holiday season, she has set a new standard for excellence.
As she drives private label growth at ADUSA, Boege said honors such as the Private Label Hall of Fame is one she shares with her team.
“It’s validation for all the hard work that goes into our work,” she said. “I also have a sense of pride for my team, as this recognition is truly shared with all my team, teammates, company, and suppliers. It’s the partnerships that have grown over the years and the respect we give to one another. We all want to make a positive difference in this world, and when I see our items come to life on shelf, it’s an honor and a sense of pride knowing that our items are now part of another family’s home.”