Indie grocers team up to promote private brands

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Indie grocers team up to promote private brands

By Dan Ochwat - 12/12/2019
A Price Chopper store

A few independent stores are rolling out a content marketing program to support their private brands. The elements will include custom, branded recipes using their store brands, digital videos, in-store displays and social media content.

Brookshire Brothers, Stater Bros., Price Chopper, Roche Bros. and more are working with Salt Lake City, Utah-based Associated Food Stores (AFS), an organization serving more than 400 independent retailers on the West Coast, and Vimax Media, a Detroit-based agency, to create custom content for their store brands.

Screenshot of a Stater Bros. recipe video

The retailers and wholesalers involved are aggregating efforts to save money and add some efficiencies to how they develop content, according to AFS. The program is a continuation of a content subscription program that AFS rolled out previously with Vimax Media, consisting of aggregated weekly food content aimed at boosting in-store foot traffic, increasing customer engagement and building awareness of the store brands involved.

Some private brands under the retailers include: Simply Done, Full Circle and Valu Time, both under Price Chopper and Brookshire Brothers. In addition, Brookshire Brothers provides a namesake Fresh Harvest label of foods, @ease, Buckley Farms and more. Price Chopper oversees a PICS food brand and Pure Harmony pet brand among others.