2025 Rising Stars: Candyce Godfrey, Ahold Delhaize USA
Every year, Store Brands sets out to recognize the next generation of private label leaders, individuals who are not only excelling in their roles but also driving meaningful progress across the industry. The 2025 Rising Stars embody the innovation, energy, and strategic thinking that are essential to keeping store brands competitive, relevant, and compelling to today’s consumers.
This year’s honorees share a deep commitment to delivering value, quality, and fresh ideas to their companies and retail partners. Whether launching new product lines, strengthening brand identities, or collaborating across teams to improve execution, each of these professionals brings passion and purpose to their work.
The impact of these Rising Stars is already being felt across the private label landscape. Many have played pivotal roles in building more shopper-centric brands, streamlining supply chains, or identifying on-trend innovations that resonate at shelf. In an era where private brands are gaining ground, their efforts are helping to redefine what store brands can be.
As the private label industry continues to evolve, future success will depend on a new generation of leaders. Their drive, insights, and collaborative spirit are setting a new standard, one that ensures the future of store brands is bright, bold, and built to last.
Candyce Godfrey
Manager, Consumer Insights
Ahold Delhaize USA
With a deep-rooted passion for understanding the “why beneath the why,” Candyce Godfrey brings curiosity, purpose, and insight to every facet of her work in grocery retail. As manager of consumer insights at Ahold Delhaize USA, Godfrey plays a critical role in shaping the private brand strategies of its five regional banners: Food Lion, Giant Food, The Giant Company, Hannaford, and Stop & Shop.
Godfrey leads the insight strategy behind the company’s private brand portfolio, ensuring product development and brand decisions are guided by a nuanced understanding of evolving consumer needs. One of her most impactful contributions has been the Private Brand Portfolio Review, an insight-led, cross-functional initiative designed to align offerings with customer behavior, brand identity, and strategic vision.
Driven by an insatiable curiosity and a belief that consumers should always have a seat at the table, Godfrey transforms data into compelling narratives that inspire action. She views insights not just as a deliverable but as a catalyst for innovation and alignment across teams.
Before joining Ahold Delhaize USA, she served as manager of guest insights at The Fresh Market, where she honed her expertise in the premium grocery space. She now also contributes industry-wide as a member of FMI’s Private Brands Leadership Council and its Research & Insights Committee.
Outside of work, Godfrey brings her servant leadership mindset to her role as a board member for Big Brothers Big Sisters of the Central Piedmont.
