A Conversation With Todd Fryer
In 2007, Todd Fryer joined Commerce, Calif.-based Smart & Final as director of private label marketing. With more than 20 years of experience in the retail food industry, he is responsible for managing brand positioning and marketing initiatives, as well as overseeing packaging design for Smart & Final's store brand products.
Prior to joining Smart & Final, Fryer spent 14 years at Stamford, Conn.-based Daymon Worldwide. There, he helped retailers such as Stater Bros., Haggen Food & Pharmacy and Smith's Food & Drug Centers develop and grow their private label programs.
Private Label ⇨ Store Brands asked Fryer what's been going on with Smart & Final's private label program, as well as the private label industry overall.
Private Label ⇨ Store Brands: What are the most exciting store brand categories right now, and what makes them so exciting?
Todd Fryer: In our market, we see a lot of store brand new product introductions and growth in the salty snack categories. Traditionally, this has been a low-penetration [area] for store brands, but retailers are now getting back into these categories with their brands, and they are offering innovative products. Vons (Safeway) and Trader Joe's have nice offerings of store brand snacks.
The beverage categories also have seen an increase in store brand activity. Consumers are purchasing less soda and are looking for healthier alternatives, so you see more store brand alternative beverages like energy drinks and flavored teas and coffee drinks. Smart & Final has dramatically increased its offering by introducing a line of no-calorie flavored sparkling waters and mineral waters.
PLSB: Which categories aren't getting the attention they deserve in terms of product development?
Fryer: For us [at] Smart & Final, we have an opportunity to further develop our wine and spirits program. We are working now to introduce some proprietary label wine varietals.
PLSB: What is your all-time favorite store brand product?
Fryer: It would have to be First Street Bear Foot Brownie Ice Cream. This is a new flavor we are introducing at Smart & Final into our store brand premium ice cream program. This ice cream is richer and creamier than any brand of ice cream I have tried, and I have tried many.
PLSB: What is your fondest memory in your career so far?
Fryer: [Over] the past five years, Smart & Final has gone though a transformation that has resulted in positive sales growth for the company. Smart & Final's store brand products have played a large role in this growth. I am proud to be a part of the team that has produced a successful store brand program.
PLSB: Who is your greatest hero, and what makes him or her such an inspiration?
Fryer: I am not much into idolizing one specific person, but I would consider my parents my heroes because they taught me good values and instilled in me a strong work ethic that has helped me throughout my career.
PLSB: How would you sum up your work philosophy?
Fryer: Work hard and good things will happen, but also keep a balanced lifestyle by exercising and eating healthy.
PLSB: If you hadn't gone into retail, what career would you have chosen?
Fryer: I grew up in a family that worked in different parts of the food business, so it is hard to imagine what I would be doing if my career was not in the food industry.