More transparency needed for store brands

Given consumer demand for transparency, grocery retailers need to reveal the manufacturers of their private brand products, according to Steven Howell, client services manager for North America at Solutions 4 Retail Brands, which is based in Nottingham, U.K.

“Private label has been really hesitant to share what’s inside the product or where it came from,” said Howell, quoted in the November issue of Frozen & Refrigerated Buyer. Today, consumers will assume the worst if this information is not disclosed, he noted.

Howell emphasized that a greater focus on transparency and factors such as animal welfare and food safety could help retailers propel their private brands.