2025 Rising Stars: Tyler Olinger of Associated Wholesale Grocers
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.
Tyler Olinger
Product Manager, Private Brands
Associated Wholesale Grocers
In a short time, Tyler Olinger has made a strong impression as a rising leader in the private brand space at Associated Wholesale Grocers (AWG). As product manager, Olinger has led multiple cross-functional projects, helping bring new private brand products to market while streamlining communication with more than 300 vendor partners.
Olinger played a central role in organizing AWG’s inaugural virtual vendor summit, a major step in enhancing collaboration across the supply chain. She also supports AWG’s member retailers who carry their own brands or source Topco brands, guiding them through processes with professionalism and a solutions-oriented mindset.
A key contributor to AWG’s Category Initiative process, Olinger works closely with category managers, analysts, and the AWG Brands team to drive insight-led decisions on assortment, sourcing, product launches, and planogram development. She has built tools, templates, and timelines that keep all stakeholders aligned and accountable, ensuring that launches stay on track.
Olinger is known for her curiosity, drive, and detail-oriented approach. She brings a calm, organized energy to her work, keeping teams focused and tasks moving forward while always listening and collaborating with empathy. Her ability to manage complexity and execute with precision has made her an indispensable part of the AWG Brands team.
With her initiative, cross-functional leadership, and clear passion for private brands, Olinger is well on her way to shaping the future of the business.
