2025 Rising Stars: Rebecca Bernhard, Topco
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.
Rebecca Bernhard
Brand Manager
Topco
As brand manager at Topco, Rebecca Bernhard brings a rare blend of vision, strategy, and execution to the cooperative’s private label portfolio. She plays a critical role in shaping Topco’s brand strategy, leading efforts in brand architecture, positioning, and messaging that influence how products connect with consumers across more than 15,000 stores nationwide.
Bernhard oversees a portfolio exceeding $1.5 billion in wholesale sales, including Food Club, Topco’s all-member, billion-dollar value brand. Her leadership extends to Crav’n Flavor, Cape Covelle and Sweet P’s Bake Shop, where she helps translate brand identity into effective packaging and merchandising strategies.
A key driver behind Food Club’s ongoing brand redesign, Bernhard has been instrumental in reinforcing the brand’s commitment to community through its 5 million-meal donation to Feeding America and a milestone partnership with DreamWorks, tied to Food Club’s 80th anniversary in 2025. Under her leadership, more than 1,000 redesigned items hit store shelves in late 2024, with more on the way.
Bernhard also helped spearhead a successful “limited time offer” strategy for Sweet P’s Bake Shop. This included a standout collaboration with Gabby’s Dollhouse, resulting in a new cookie offering and packaging program aligned with the release of the show's upcoming movie. The LTO strategy saw strong results as Valentine’s Day sales rose 52%, and spring cookies tied to holidays such as Easter and Mother’s Day increased 27%.
Beyond brand building, Bernhard plays a key mentorship role within her team, guiding junior professionals through the complexities of brand strategy and development.
