A Conversation With Mike Dejulio

In October 2011, Golub Corp./Price Chopper Supermarkets, Schenectady, N.Y., named Mike DeJulio director of corporate brands. DeJulio — who previously served as the retailer's director, health and beauty care — oversees new product design and development, works with merchandising teams to create business plans for sales and profit objectives, and works directly with Daymon for product sourcing.

Private Label ⇨ Store Brands asked DeJulio, now a year and change into his new role, about what's been going on in his company's private label program — and the store brand industry overall.

Private Label ⇨ Store Brands: What are the most exciting store brand categories right now, and what makes them so exciting?

Mike DeJulio: I am fascinated by ongoing opportunities in ready-meal solutions, be they fresh or frozen. I think we're a long way from exhausting the opportunity to provide our customers with great-tasting and healthy ready meals that they [can] put on the table quickly and easily. British retailers continue to set the bar in these categories.

I am also keen to explore opportunities in sous-vide prepared meals. [French multinational retailer] Carrefour has a nice line of private label ready meals using this method of preparation. They hit each spot on the taste-health-convenience axis.

Private Label ⇨ Store Brands: Which categories aren't getting the attention they deserve in terms of product development?

DeJulio: Premium HBC could be said to have been neglected. We are addressing this with our new premium beauty care brand b•lēve [from Skokie, Ill.-based Topco Associates].

Private Label ⇨ Store Brands: Much has been said about the importance of retailer/supplier collaboration to achieve store brand product and packaging differentiation. How important are such partnerships to your company?

DeJulio: This is a tough question to answer without sounding cliché, but such partnerships are of paramount importance to us at Price Chopper. I should also acknowledge that the private label broker can also contribute in this arena, and certainly does for us.

Private Label ⇨ Store Brands: What is your fondest memory in your career so far?

DeJulio: This whole year is shaping up quite nicely with Price Chopper's 80th Anniversary. I've worked here for 37 of those years, so nearly half the chain's existence. I'm pretty fond of that stat.

Private Label ⇨ Store Brands: What is your all-time favorite store brand product?

DeJulio: Central Market Classics Roasted Thai Chili Sauce. It makes a wonderful dip when served over cream cheese. Try serving it with crackers at your holiday parties this year. I guarantee you'll impress your guests. It has a kick to it, so be sure to offer up some Central Market Classics Gelato as a palate cleanser.

Private Label ⇨ Store Brands: If you could sum up your work philosophy, what would it be?

DeJulio: What's the line about [genius being] 99 percent perspiration and 1 percent inspiration? I think that sums it up for me. Bring your work ethic to work.

Private Label ⇨ Store Brands: If you hadn't gone into retail, what career would you have chosen?

DeJulio: Honestly, between the stores and the corporate office, I've been doing this for so long — it is hard to recall a time in my life that I might have contemplated a career outside of food retailing.