Private labels are retailer brands that are owned, sold and distributed by the retailer. Private labels are also known as store brands, own brands or retailer brands.

What can a Private Label do for a retailer?

Usually private label products carry the retailer's own name as the brand thus customers are reminded of the store each time they use the product.

A private label can create a quality and value alternative to customers and in turn can help enhance the retailer's image. By creating high quality, distinctive products under their own label, retailers can differentiate themselves from their competitors and attract new consumers to their stores.

Brand development

C&F Foods, Inc. services our retailers in the brand development process:

• Evaluation
• Construction
• Continued monitoring of brand

In the evaluation process we work towards a strategic objective. We create brands that have an audience to be reached taking in to consideration the size of the market, the product to be promoted and the relative cost of available media for the production of the private brand.

Private Label Growth

Private labels are achieving great success in the retail market and are growing more popular with retailers. Private labels create:

• Value
  Private labels offer customers high quality products at 10-30% less than national brand products.
• Profitability
  Retailer's profit margins on private label products can be about 10% higher than the profit margins on national brands.
• Consumer Awareness
  When consumers are aware of the value of private label products they are unwilling to pay higher prices for national brand products.