Q A with Carol Angrisani Author of a consumer e-newsletter and video series on StoreBrandsUSA.com
How did you come into the world of private brands? In 1995, I joined the staff of Supermarket News as an associate editor. It’s been great to be part of the industry all these years, especially now that I’m writing a consumer e-newsletter and hosting a video series about store brands at StoreBrandsUSA.com. Describe the private brands industry in one word. Valuable.
Carol Angrisani keeps consumers up to date on private brands at StoreBrandsUSA.com.
What do you like most about the industry? The appeal of private label goes far beyond price. There has been so much flavor, ingredient and packaging innovation that many shoppers choose which stores to shop at specifically for their store brands. Whether it’s food, beverage, health and beauty care, household goods or another category, private label delivers on both quality and value. What one great thing does the industry have going for it? At this moment: millennials. Along with their increasing purchasing power, millennials are open-minded and love to try new products and flavors. Millennials fully embrace private label and appreciate it for all it has to offer. What is the industry’s biggest challenge? The heavy promotional spend by national brands. But it’s great to see how retailers are using tools like social media as a way to engage shoppers and overcome that challenge. I am
seeing more use of Facebook coupons, YouTube recipe videos, Instagram contests and other tactics to promote store brands. This is what makes my job so rewarding. Through the content I create for StoreBrandsUSA, I’m able to educate shoppers about store brand products available both in-store and online. What trait in yourself do you attribute most to your success? My willingness to adapt to new situations. There have been many changes not only in the food retail industry, but also the publishing industry. I welcome new ways of getting the job done. What’s the best advice someone ever gave you? “Learn something new every day.” You have a week off. Where do you go and why? Fire Island, N.Y. This barrier island is truly a hidden gem. Along with beautiful beaches on the Atlantic Ocean, there is a small-town ambiance, wild deer and no cars. If you were born 100 years ago, what would you do for a living? I’d be a nurse. I initially wanted to be a nurse before deciding on journalism. I was a hospital candy striper in high school, so I got a first-hand look at the many responsibilities of a nurse. Nurses are truly the backbone of the health care industry. What’s the best book you’ve ever read? “Wild: From Lost to Found on the Pacific Crest Trail” by Cheryl Strayed. SB www.storebrands.com / May 2019 / Store Brands
5/9/19 12:55 PM