DeCA docks store brand pricing this month

DeCA (The Defense Commissary Agency), which operates a chain of commissaries and groceries to military personnel and families, is putting its store brands on sale this month.

More than 200 commissary store brands are going to be sold at a 20% discount until Oct.25. The chain’s brands include the Freedom’s Choice food brand and HomeBase non-food brand, as well as the non-exclusive store brands TopCare (health and beauty), Full Circle Market (natural and organic food options), Tippy Toes (baby products), Flock’s Finest (wild bird food for hopper, tube or platform feeders); Pure Harmony (high quality pet food that provides grain-free options using meat, poultry or fish as the first ingredient; and Wide Awake (ready to drink coffee beverages). DeCA partners with retailer SpartanNash on its private brands.

“Our customers will see some of our leading private label products in several categories put together in a unique sales promotion,” said Tracie Russ, the agency’s sales director. “This sale brings together the best of all worlds – quality products at deeper savings, video recipes and more.”

The available store brands deals span six categories: breakfast, snacks, dinner, dessert, coffee and household products. The commissary website is also going to host three video recipes using the store brand items and a downloadable shopping list with the store brands highlighted.

Jennifer Ferrell, private label program manager at SpartanNash, noted it’s been a challenge to work through supply chain issues during COVID-19 to find the right mix of products for the October promotion.

“This is without a doubt one of our biggest commissary store brand promotions ever,” Ferrell said. “We’re excited to offer our customers supporting recipes on our website and on our social media to help add some spice to this deal.”

Commissary store brands are also partnering with CLICK2GO locations and the agency’s industry partners. In the coming weeks, the first 200 online ordering/curbside pickup customers can sample store brands at newly launched CLICK2GO sites.

Since being introduced in the spring of 2017, DeCA has added nearly 1,000 commissary brand items to store shelves, with more coming in February 2021. With an overall commissary inventory of about 26,000 items, store brands make up about 4% of that total.