2025 Private Label Hall of Fame: Juan De Paoli
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.”
Juan De Paoli
Vice President of Our Brands (former)
The Kroger Co.
Over the past 25 years, Juan De Paoli has helped shape and elevate the private label industry in the United States, building a legacy defined by innovation, leadership, and a relentless pursuit of excellence.
From early roles at H-E-B. and Topco, to leadership positions at Ahold and most recently The Kroger Co., he has consistently championed a forward-thinking approach to private brand development, one that centers around quality, customer connection, and a deep respect for regional and local identity.
During his time at Kroger, De Paoli was instrumental in strengthening one of the largest private brand portfolios in the world. Under his leadership, Kroger’s private brands that include Simple Truth, Private Selection, and the Kroger brand, generated more than $44 billion in annual sales. Simple Truth grew to surpass $3 billion in sales, becoming a go-to choice for health-conscious shoppers across the country.
De Paoli’s ability to anticipate emerging trends and align product development with evolving consumer demands was key to his success at Kroger. From everyday essentials to premium and organic options, the company’s private brand assortment includes more than 15,000 items.
What distinguishes De Paoli’s work is not just scale, but philosophy. He has consistently emphasized regional specificity, supported local sources, fostered strong supplier relationships, and prioritized sustainability while keeping affordability and quality at the forefront. This holistic approach has helped transform private brands from basic alternatives into category leaders that build loyalty and define the retail experience.
His colleagues and industry peers recognize De Paoli not only for his strategic vision but also for his humility, collaborative spirit, and commitment to people, both inside his organizations and across the broader private label community.