www.globalretailmag.com www.vertexawards.org OCTOBER 2022 SPONSORED BY OFBESTSHOW AmiGA, from UkrainianEVARetailer WINNERSAWARDVERTEX SIAL AugmentedParis Packaging PLMA Chicago Preview
C M Y CM MY CY CMY K
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4 GLOBAL RETAIL BRANDS / OCTOBER 2022
That same spirit of resilience will lead us back to PLMA Chicago in just a few weeks. The industry has not gathered there since 2019, so there’s quite a bit of catching up to do and we can’t wait to see what happens when consumers are in charge.
Stay well and kind regards, Phillip Russo Founder / phillip@globalretailmag.comEditor
SIAL, Vertex, A Win for Ukraine and the Spirit of Resilience
VIEWPOINT
We’re back at SIAL finally. Last time was 2018 and it seems like the world was a different place entirely. The pace of chance of the last four years would have caused a futurist to be booed off stage had they suggested it. But here we are again in the company of a very resilient Speakingindustry.ofresilience,
We would be remiss to not mention the extraordinary reign of Queen Elizabeth 2 and the example she gave the world. In her case, resilience seems quite the understatement. Beginning with Winston Churchill, she collaborated with 15 UK Prime Ministers, 14 US Presidents and literally hundreds of world leaders. Imagine the wisdom collected over the years and the patience she exhibited. Regardless your opinion of Monarchies and all that goes with them, one can’t help but be astonished by, and admire a woman who devoted her 96 years to service of her country.
Christopher Durham of the Velocity Institute and I are thrilled to showcase the retailers and branding teams that have once again raised the bar on what Private Brands can be. And we couldn’t be more pleased that Ukrainian retailer EVA’s AmiGA was selected Best of Show. Pictured below is the winning team from EVA as they shared their story during the Velocity Design Summit. Their winning entry exemplifies the spirit of the Ukrainian people… they are brave, bold, creative and joyful…but their resilience in the face of such adversity is simply awe-inspiring. We’re honored to celebrate their work and that of their colleagues around the world.
PLMA’s 2022 PRIVATE LABEL TRADE SHOW November 13-15 • Chicago For more information, call +1 212 972-3131 or e-mail info@plma.com. Presented by the Private Label Manufacturers Association Retailers: See the world, come to Chicago. Products with a strong international character are popular among American consumers, whose taste for new cuisines has been influenced by TV shows, celebrity chefs, travel, restaurants and gourmet and specialty stores. Store brands have benefited from this trend. Shoppers in large numbers are aware of international products in their favorite store; are willing to try them for the first time; and want more on shelves. You don’t have to cross the pond to find great international store brands. They’ll be displayed at hundreds of booths in national pavilions at PLMA’s Private Label Trade Show. They will join more than 1,000 exhibitors from the U.S. too. • AUSTRALIA • BELGIUM • BRAZIL • CANADA • CHILE • CHINA • COLOMBIA • DENMARK • FRANCE • GREECE • HOLLAND • ISRAEL • ITALY • JORDAN • KOSOVO • LITHUANIA • PERU • SERBIA • SOUTH KOREA • SPAIN • THAILAND • TURKEY • UNITED KINGDOM • URUGUAY
8 GLOBAL RETAIL BRANDS / OCTOBER 2022 CONTENTS GLOBAL RETAIL BRANDS I OCTOBER 2022 I VOLUME 10 I NUMBER 3 DEPARTMENTS 4 Viewpoint 12 Contributors 14 Events Calendar 16 Notable SERVICES 74 Global Trade Fairs 78 Advertiser’s Index Next Issue Highlights NOTABLE HIGHLIGHTS 16 PLMA Chicago Preview 22 SIAL Paris 34 Private Label Wines SPECIAL FEATURE 37 Vertex Award Winners COLUMN 66 MBD Vertex Awards Maria Dubuc MBD 68 Love Is Not Equal Perry EmergeSeelert 70 Augmented Packaging John Dalziel SGK 72 The Art of Loving Your Customer Christopher Durham Velocity Institute 37 7072
Quinn DIGITAL andrew.quinniii@gmail.comDIRECTOR
Melissa
/ phillip@globalretailmag.comPUBLISHER
Sabine
Luisa
jaccovanlaar@globalretailmag.comDIRECTOR
EUROPEAN
OCTOBER 2022 / VOLUME 10 / NUMBER 3 OF 4
Russo
Geissler ItalianGREENTASTE.ITBusinessDevelopments.geissler@greentaste.it CONTRIBUTORS Perry Seelert perry@emergefromthepack.comEmerge Christopher Durham My Private christopher@retailbrandinstitute.orgBrand Maria Dubuc Marketing By mdubuc@mbdesign.comDesign Hans Kraak Kraak kraakmedia@gmail.comMedia Elena Sullivan sullivan.elena@gmail.com Tom Prendergast tprendergast@plma.comPLMA George Puro Puro george@puroresearch.comResearch Published, Trademarked and all rights reserved by: Kent Media Phillip Russo, Principal 240 Central Park South, Suite 9G New York, NY 10019 USA Tel. +1 917 743 6711 All rights reserved under the Library of Congress. No part of this publication may be r eproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying and recording, or by any information storage or retrieval system, except as may be expressly permitted in writing by the copyright owner. Opinions expressed by contributors are theirs alone and do not necessarily reflect those of the publisher. Global Retail Brands is published 4 times a year. Editorial Submissions phillip@globalretailmag.com Advertising Inquiries – EUROPE luisa@globalretailmag.com Advertising Inquiries – AFRICA, AMERICAS, ASIA, AUSTRALIA, MIDDLE EAST phillip@globalretailmag.com Subscription Information phillip@globalretailmag.com MARCH 2022 www.globalretailmag.com www.vertexawards.org SPONSOR 2022SUPPLIERSGUIDE 8 Rules for the Simple Life Q & A with PLMA Private Label In An Era of Uncertainty www.globalretailmag.com www.vertexawards.org SPONSORED BY OFBESTSHOW Amiga, from UkrainianEVARetailer VERTEX AWARD WINNERS SIAL AugmentedParis Packaging PLMA Chicago Preview 2023MediaPlanner www.globalretailmag.com MAY/JUNE 2022 www.globalretailmag.com www.vertexawards.org SPONSOR RETURN AMSTERDAMTO Retailers of the G7 Will Europeans Ever Shop The Same Marketing5-StepAgain?DigitalAudit www.globalretailmag.com www.vertexawards.org Low Prices and Fast Delivery of GroceriesEveryday PICNIC Anuga 2021 An Inconvenient Truth (In PLMA’sRetail)World of Private PreviewLabel RetailersWhere and VisistMeetSuppliersUsatPLMAChicagoStandF-1907
van Laar
Jacco
Colombo Italian Business luisa@globalretailmag.comDevelopment
Phillip
Subatch CREATIVE info@melissasubatchdesign.comDIRECTOR
Andrew
EDITOR
A NEW WORLD FOR BEAUTY BOLOGNA, HONG KONG, LAS VEGAS, MUMBAI, BANGKOK SALES OFFICE ASIA PACIFIC Informa Markets, Hong Kong P +852 3709 cosmoprofasia-hk@informa.com4988 SALES OFFICE EUROPE, AFRICA, MIDDLE EAST, THE AMERICAS BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 international@cosmoprof.it036 MARKETING AND PROMOTION BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 info@cosmoprof.it036 ORGANISER – COSMOPROF ASIA LTD THE LEADING B2B EVENT IN ASIA-PACIFIC FOR ALL SECTORS OF THE BEAUTY INDUSTRY COSMOPROF-ASIA.COM SINGAPORE SINGAPORE EXPO 16 – 18 NOVEMBER 2022 SUPPORTED BYHELD IN PRE-REGISTER ONLINE AT WWW.COSMOPROF-ASIA.COM
A retail branding and marketing expert, with a passion for challenging conventional strategy and truths. Perry is the Strategic Partner and Co-founder of Emerge, a strategic marketing consultancy dedicated to helping Retailers, Manufacturers and Services grow exponentially and differentiate with purpose.
MARK H. President,COHENColloquy Digital, LLC
Hans Kraak is educated in biology and journalism and wrote three books about nutrition and health. He worked for the Dutch ministry of Agriculture, Nature and Food quality and the Netherlands Nutrition Centre. As editor in chief he publishes in the Dutch Magazine for Nutrition and Dietetics, as a food and wine writer he published in Meininger’s Wine Business International and reports for PLMA Live EU and PLMA USA.
JOHN Director,DALZIELMarketing Strategy
SGK, Europe. John began his career in the automotive marketing managing agencies and globally award-winning creative work with VW and DDB. He started joined SGK’s Business Development team in 2008, and several roles later is now in Marketing Strategy distilling his experience to design, drive and effect change across the organisation - creating and supporting strategy, culture, innovation, proposals and campaigns for a digital business in the 2020s.
GEORGE PresidentPURO of the Puro Research Group, a market intelligence firm specializing in consumer insights, competitive/market intelligence and analysis. Puro’s services are designed to keep you abreast of the latest trends, make you look smart in presentations and help guide decisionmaking. The company has provided organizations and companies, ranging from Fortune 100 companies to startups, with aha! insights about competitors, customers and industries in a variety of topics and industries, including consumer products; retail; transportation, travel and hospitality; healthcare and health insurance; financial services and investment banking; traditional marketing, as well as digital and social media marketing.
Mark H. Cohen’s clients refer to him as a grey-haired Millenial due to his many years of marketing experience blended with a passion for and application of the latest marketing channels and technologies that he brings to clients of all sizes...he is a valuable asset for companies seeking expert advisory in the areas of growth and strategic guidance, marketing strategy, or on the integration of digital marketing or media into their organization. Mark is a member of the board of directors of the PLMA.
MARIA DUBUC
PERRY SEELERT
A creative and workflow expert in the retail landscape, Maria’s 30year career translates branding experiences into eye-catching design that is unique and distinct for each client. he has created new private brands and redesigned/repositioned existing brands with leading retailers, while also implementing workflow management systems specifically tailored to the clients’ needs. Current clients include The Home Depot, Smart & Final, PetSmart, 7-Eleven, PriceSmart, BJ’s Wholesale Club, Sprouts Farmers Market, WinCo Foods, Natural Grocers and more. With SKU counts from 1,000 to more than 10,000 annually.reinvention and innovative execution.
CHRISTOPHER DURHAM Christopher Durham is the President of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
12 GLOBAL RETAIL BRANDS / OCTOBER 2022 CONTRIBUTORS
HANS KRAAK
MARCA BOLOGNA
18 – 19 JANUARY www.marca.bolognafiere.it
PLMA
ISM COLOGNE 23 – 25 APRIL
FANCY FOOD
PLMA CHICAGO
16 – 20 MARCH www.cosmoprof.com
LAS VEGAS
15 - 17 JANUARY, www.specialtyfood.com
SIAL PARIS
Paris 15 – 19 OCTOBER
14 GLOBAL RETAIL BRANDS / OCTOBER 2022 INDUSTRY EVENT UPDATE OCTOBER
ASIA
COSMOPROF / COSMOPACK BOLOGNA
www.sialparis.comNOVEMBER
JANUARYcosmoprof-asia.com
COSMOPROF Singapore 16 – 18 NOVEMBER www.
APRILwww.ism-cologne.com
WINTER
MARCHROUNDTABLE2023 www.plmainternational.comJANUARYMARCH
Chicago 13 - 15 NOVEMBER www.plma.com
After a successful 2022 event, PLMA announces the next “World of Private Label” Trade Show, in Amsterdam, on 23-24 May 2023. PLMA will welcome more than 2,500 exhibiting companies from 70 countries who will be showing their newest innovations in private label products and packaging to over 15,000 trade visitors. Go to www.plma.nl for more information Presented by the Private Label Manufacturers Association International Council
PLMA Chicago Trade Show: The Store Brands Event of the Year
16 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
Are Growing
This strong year-to-date performance comes on the heels of a record $200 billion in sales last year, when store brands accounted for one of every five products sold across all U.S. channels. Based on PLMA projec tions and IRI data, by the end of 2022, annual store brand dollar sales will have increased by 36% over a five-year period.
Themed “Consumers Are Back in Charge,” the show will feature the lat est innovations from exhibitors around the world. Categories include shelf-sta ble groceries; beverages; fresh, frozen and refrigerated; organic; personal care and cosmetics; foodservice; OTC medicine; baby care; health and well ness; household and kitchen products; general merchandise; pet care and much more.
“The exhibit hall will be filled with thousands of new products that will shape the future of store brands,” said Peggy Davies, president of the Private Label Manufacturers Association.
Private Brand Sales
Over the first eight months of 2022, store brand sales grew by 9.4%, near ly twice the rate of national brands, reported IRI. Store brands also outperformed national brands in unit sales for the eight months.
Store inBILLIONaccountedbrandsfor$200saleslastyear
“For starters, sales are up”, he said. Aloia noted that one reason is that store brands are widely seen by American shoppers as an important ally against persistent inflation and other financial pressures. Another is that store brands have been very responsive to consumers, who have never been more interested in how all products are made, from their raw ingredients and holistic attri butes to their sustainability.
With more than 2,000 exhibit booths, PLMA’s Annual Private Label Trade Show, Nov. 13-15 at the Donald E. Stephens Convention Center Center in Chicago, is the largest event for store brands in North America.
Special emphasis will be placed on food and non-food areas where store brand innovation is exploding. These include plant-based and free-from; food and non-food with an interna tional flair; and sustainable, clean label products and packaging.
“The Private Label Trade Show is the event of the year for members of the store brand industry to gather, learn and network,” Davies said.
“A lot has happened since our indus try last met in Chicago three years ago,” said Anthony Aloia, PLMA’s corporate vice president.
North America’s Largest Store Brands Event
Authenticityexhibitors.is
“We’ll aroundexhibitorsthousandsassembleoffromtheworld”
Exhibits will be spread out in sepa rate halls of the convention center so that exhibitors can be found more easily. The South Hall will be devoted to health and beauty, household goods, kitchenware and general merchandise. Food, snacks, bever ages, refrigerated and frozen will be featured in the North, South and Sky "We'llHalls.assemble
The show's program schedule fea tures thought-provoking seminar presentations and breakfast sessions addressing key industry topics. PLMA also offers many pre-show ser vices and special on-site exhibits. For registered people, PLMA's Show Nav igator is a comprehensive resource for the show where all registrants will find the following details:
thousands of exhib itors from around the world, all of them outstanding food and non-food suppliers offering high-quality prod ucts and innovation in every aisle,” added Aloia.
• Product Announcements
“Our 2022 U.S. show represents an opportunity for all of us to catch up, to learn more about these and other new and emerging trends,” said Aloia. “All participants will be able to feel, touch, smell, test and experience all the great store brand products on display on the show floor.”
To www.plma.comRegister:
Retailers looking for authentic ethnic and international products will find them in quality and quantity at the show. Several hundred participants in 25 country pavilions from Europe, Latin America and Asia are among the
www.globalretailmag.com 17
• Sunday Afternoon Seminars
• Exhibitors
• Trade Show Facts
• PLMA's Idea Supermarket
• Show Floor Plan
The PLMA survey also found that most authenticity-seeking U.S. shoppers are willing to buy an ethnic or international food product for the first time at their favorite store, want their retailers to offer more ethnic or international food choices, and are more aware of brands and, in partic ular, store brand lines that include a variety of such choices.
Show Navigator is launched 30 days prior to the show. During the show, the tool can be used by smartphone or tablet to allow attendees to move around the show floor efficiently. This tool is also available for many months after the event.
an important attri bute that American consumers prize in food products with an ethnic or international flair. And it’s one that consumers will pay for. A recent PLMA survey conducted in the U.S. revealed that shoppers who value the “authenticity” of such products are more likely to accept higher prices for those products than those respon dents who did not view authenticity as an appeal.
TECHNICAL SCIENTIFIC COMMITTEE – #MARCABYBF2023
THE BRIDGE FOR YOUR GLOBAL BUSINESS stay tuned on www.marca.bolognafiere.it blickdesign.it
CouncilInternationalPLMA
Upcoming eventsInternationalPLMACouncilinclude: For more www.plmainternational.cominformation:
PLMA’s “World of Private Label” International Trade Show. First held in 1986 and scheduled for 23-24 May 2023 in Amsterdam, is the private label highlight of the year. Exhibitors from over 70 countries, including near ly 60 national and regional pavilions, and visitors from over 120 countries are present and gather at the must-at tend event for anyone professionally involved in private label.
On 26-27 October 2022 the 20th edi tion of PLMA’s Executive Educa tion Programme, will take place at prestigious Nyenrode Business Univer siteit in the Netherlands. For 20 years, PLMA has educated junior and senior staff members of manufacturers and retailers across the world in order to provide them with a better understand ing of the private label industry and thus make them more competitive. The 20th anniversary is celebrated with a newly designed tuition programme, set up in cooperation with industry experts and adapted to current topics of interest.
Next year another anniversary is coming up, PLMA’s International Salute to Excellence Awards. Launched 10 years ago, the Interna tional Salute to Excellence Awards programme has grown into the largest international private label product competition. The Awards programme celebrates private label innovation and development and give to honour the dedication of the teams and the coop eration between retailers and private label suppliers. Selection takes place in April; all winning retailers receive their awards at the "World of Private Label" Trade Show in May and are published in international trade press.
In March 2023, PLMA’s annual Roundtable Conference will be held in-person again. The conference attracts every year international man ufacturers, retailers, industry consul tants and trade journalists. The pro gramme includes store visits, lunches & networking reception, case studies, panel discussions, and presentations about the latest private label trends and other leading topics. The venue of the conference annually rotates among Europe’s major cities. The Roundtable Conference offers an excellent opportu nity to create new business contacts in an informal setting while learning from industry experts about the latest industry themes.
PLMA, the Private Label Manufac turers Association, is the world’s largest trade association dedicated to private label. For more than forty years, PLMA has been supporting the international private label indus try by organising trade shows and other networking events, education programmes, market research and other services. With executive offices in New York and an International Council office in Amsterdam, PLMA supports private label manufacturers, retailers and wholesalers whether they do business in the Americas, in Europe or elsewhere.
20 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
At Se n e c a , w e ' r e s ti ll do i n g th i n gs t h e w a y we alw a y s h a v e - t h e rig ht w a y. T h i n k g l ob all y, g r o w l oc all y. o f o ur p ro d uce is g row n by A MERI C A N FA RMER S 99% Please visit www.SenecaFoods.com to learn more about our company, people and products.
19SaturdaySaturday15toWednesdayOctober2022 For more www.sialparis.cominformation:
22 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
For The First Time, SIAL Paris Will
In order to prevent traffic jams and enhance the convenience of visitors and exhibitors, the organizers have changed the opening day of the show. They look forward to meeting you from Saturday 15 to Wednesday 19 October 2022 at the Parc des Expositions de Paris-Nord Villepinte. Open Its Doors On A
Hall Stand1 1 G 033 For more www.lebonta.itinformation:
Le Bontà Brings Cacio e Pepe to SIAL
www.globalretailmag.com 23 NOTABLE
of sauces have been renewed. The company has invested in new technologies and machinery that triple the production capacity and allow us to replicate the authenticity of recipes with a perfect mix of tradition and Thisinnovation.year,Le
Le Bontà was founded in 1994 in Prato, in the Tuscan hinterland, to create sauc es, meat sauces, and patès that express the best Tuscan gastronomic tradition.
Bontà Srl will launch a contemporary range that pays tribute to its origins: Chianina ragout, Porcini mushrooms and truffle sauce, Aglione sauce, cacio e pepe sauce, Norma sauce and Amatriciana sauce.
Like carbonara and amatriciana, the cacio e pepe sauce is one of the Italian culinary tradition's tastiest and most popular dishes. i Toscanacci have rein terpreted this historic recipe using the Tuscan DOP pecorino together with the Roman pecorino.
Thepath.lines
The cacio e pepe sauce embodies the whole soul of the people of the Lazio region and above all of the city of Rome, a city devoted to grandeur and majesty but which never forgets the simplicity of its origins.
Last October, Le Bontà Srl moved to a new 9,000 m2 plant in Campi Bisenzio (FI), bringing together two divisions (sauces and cereals) in a unique pro duction center. The project was guided by a desire to embark on a sustainable
The new references arise from the great ability to evolve historical recipes in a new current and original key. The new products are suitable for all those who want to taste everyday typical Italian and quality flavors: they are ideal for everyone, young and older adults.
Innovation Leads To Even More Possibilities
FingerFrostkroneFood Varieties at SIAL Paris
www.frostkrone-foodgroup.com
Stand 5 A R214
Whoever wishes to experience the current finger food and snack trends at the SIAL should head off to visit the Frostkrone Food Group at Stand 5 A R214. International, incredibly diverse, trendy: the selection of delights that the Company Group will be showcasing in Paris from 15-19 October. Both the food trade and also the food service business throughout Europe, the USA and in Asia know and value the Group’s incredibly varied product range. Currently the Frostkrone Food Group is supplying a total of 45 countries worldwide.
At the SIAL, Frostkrone demonstrates how finger food and snacks can now be made in a standardised form - the same size, the same weight. So in the future no whole pods have to be used for Cream Cheese Jalapeños. They will be shaped from the prepared mixture, filled and then wrapped in their coating. This process employs a technology that has been successfully used in other foodstuff preparation for years.
as the “Hot Vegan Cheese
The Frostkrone team is never short of creative ideas. And they fully realise how vital it is to be constantly exploring new avenues.
The team of the Frostkrone Food Group will be delighted to present the complete kaleidoscope of finger food and snacks to their visitors at this year’s SIAL. And there will indeed be plenty to discover and try Delicaciesout.such
Bites” or “Vegan Chilli Cheese Nuggets” from the plant-based “Really?!” range, which offers a varied choice of complete ly vegan products prepared on a plant
24 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
“Ready To Eat” comes to you straight off the refrigerated shelves. This range can be eaten hot or cold and boasts a huge choice of vegan and vegetarian flavours and also varia tions with chicken. Here are some examples: “Garlic and Cream Cheese Coins” made of cream cheese with garlic or “Chicken Tikka Masala Coins” with flavoursome breaded chicken breast, coconut, sieved tomato and rice. Every type of snack is wrapped in a luscious coating, created out of delicious spices, seeds and grains.
Therebasis.arealways the crispy Pizza Pock ets, too, waiting to be discovered in many different flavours, e.g. the classic one with cheese and salami or burger-style with juicy pieces of beef.
ANDFROSTKRONENOT A BITE BORING 25 YEARS ONSELECTIONOUR HOMEPAGECRUNCHY www.frostkrone.com MEET US AT Stand nr. 5A R 214
Significant family involvement, abso lute commitment to quality and tradi tion, attention to natural and health food of the Mediterranean diet are the fundamental elements of La Doria’s success. La Doria only uses real Italian tomatoes for an unparalleled sweetness and a texture that can only be found in the best home-grown tomatoes.
La Doria is also a historical producer of pulses and fruit juices. To ensure an authentic taste, the company carries out very stringent product selection at origin. High quality vegetables and fruits are packed according to natural conservation methods to leave the taste and nutrition intact. Today the company is the first largest produc er in Europe of peeled and chopped tomatoes and preserved pulses in retail segment and the first largest producer in Europe of pasta sauces in the private label segment. It is also one of the main producers in Italy of fruit juices and beverages. All its products reflect the passion that the company brings to its work and the desire to promote the best of Italian traditions and stand out in terms of quality and excellence.
Hall Stand1 E 005 For More commerciale.italia@gruppoladoria.itcommerciale.estero@gruppoladoria.itInfomation:
26 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
La Doria is a family company founded in 1954 in Angri, the Italian historical heart of the tomato processing area. La Doria is a major supplier for mass mar ket retailers both in Italy and abroad and is specialized in the private labels sector, or the supermarket’s brands. Approximately 95% of La Doria sales are generated via this channel through long standing partnerships with several retailers worldwide. In addition to private labels, the Group sells prod ucts under La Doria brand, which is on the market from about 60 years, La Romanella (for value products), Althea, Bella Parma (for pasta sauces) and other major Italian and international leading brands (copacking).
Europe’s Leading Supplier of Private Label Pasta Sauce
Lucart, a major European manufactur er of thin MG paper for flexible pack aging, is a key player in the consumer goods and Away From Home market as a producer and transformer of tissue and airlaid paper.
Fiberpack® is our flagship project in this field: it combines advanced tech nology and environmentally friendly processes, demonstrating that circular economy principles are fully applicable to the tissue sector.
We are a company made up of people who choose to use innova tive and sustainable processes in development, transformation and manufacturing of paper products, collaborating responsibly for the future of our business and of the planet.
For More info.export@lucartgroup.comInformation:
We recently introduced hybrid technology: Lucart uses only re cycled fibres and cellulose coming from supply chains that are man aged according to acknowledged sustainability criteria. Hybrid products are obtained thanks to a unique and innovative technology that allows pure cellulose plies to combined with recycled paper plies, thereby ensuring excellent quality and maximum attention to environ mental sustainability.
polyethylene and aluminium by physical-mechanical action. With this technology we don’t use any substances that may be harmful to people or the environment. We pro duce tissue products with the fibres obtained through this process. We recover the aluminium and polyeth ylene and convert them into a ho mogeneous material called Al.Pe.®, which other industries use to produce a variety of items.
NOTABLE
28 GLOBAL RETAIL BRANDS / OCTOBER 2022
We created this project starting from the idea of using all the elements of beverage cartons according to circular economy principles. The production process relies on an innovative technol ogy that separates the cellulose fibres found in beverage cartons from
Lucart is also the only brand in its target market to offer airlaid prod ucts with exceptional absorbency and strength performance. The Airlaid technology uses long, highly resistant cellulose fibres that never come into contact with water during the pro duction process (dry paper), so that they remain super absorbent. Fibres treated with this process naturally form a ‘“dam” structure, offering outstanding results: it absorbs 50% more compared to other household paper and, thanks to its exceptional resistance, it can be reused up to 10 times, compared to 1 or 2 of compet ing products.
Innovation From Lucart Group
Our attention to people, sustainable processes and approach to innovation mean that we offer cutting-edge prod ucts that meet market challenges and perfectly match the requirements of our customers.
For the planet’s needs.
Five Focaccia Napoletana cere al-based flavors: durum wheat and rice, oat, barley, corn, and quinoa. A completely unique aromatic profile that comes from select ed Italian grains, natural long leavening, and traditional hand stretching. They are perfect way to complete a retailers’ range with an authentic Italian product that can bring their customers to Italy within a bite.
Recent acquisitions state Valsa Group as an Italian integrated point of reference in pizza and snack manu facturing. With its five plants, through the brands Valpizza, La Pizza+1, Megic Pizza, Ghiottelli and Il Borgo: Valsa Group became the unique, large-scale and highly qualified partner able to supply a wide range of items in frozen and deli categories, innovate and support its partners in developing convenience creative concepts.
Valsa Group, a leading Italian fro zen pizza and snack manufacturer, identifies its primary development as the combination of Italian quality and customer convenience. It pursues the daily goal of reaching a different way of thinking, redesigning pizza in various sizes as well as in new concepts. This is possible thanks to the continuous communication inside the group: daily ideas transfer helps in creating new concepts, as the sum of diverse exper tise and experiences.
Valsa Group has launched the new Ce real-Based Focaccia Napoletana range. A concept born in the Valpizza R&D Department to enhance cereals, as they underlie the Mediterranean diet and are by far the major source of energy, protein, B vitamins, minerals, and di etary fiber for the world’s population.
VALSAConceptsCereal-BasedByGROUP
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For more export@valpizza.itinformation:
To celebrate the values of the Italian Vegetarian Association in terms of products, V-LABEL invited their companies to make amazing tastes of their best V-LABEL approved vegetarian and vegan products in a food area where consumers could taste vegan food prepared by high-qualified chefs. V-LABEL has also welcomed at its booth companies with V LABEL approved products related to the field of shoes, textile and cosmetic to promote a whole vegan life style.
V-Label and A.V.I. – The Italian Vegetarian Association, took part together in SANA, the international exhibition for organic and natural products, from 8 to 11 September 2022 in Bologna Fiere to celebrate the 70th anniversary of the Italian Vegetarian Association and promote the best innovative companies who are making the difference in the vegetarian and vegan industry.
V-LABEL And Its Vegan Network Celebrated 70 Years Of The Italian Vegetarian Association At SANA 2022
For more phone:email:www.vlabel.orginformation:us@vlabel.it786-599-8091
The event was a great opportu nity for companies to implement networking activities and promote their vegetarian and vegan V-LA BEL approved products. At the same time, it was a great opportuni ty for consumers to discover a world of vegetarian and vegan products suitable for their life style, and to celebrate the 70years of A.V.I. the most ancient Italian Association that supports the rights of vegetari an and vegan people in Italy and all over the world.
32 GLOBAL RETAIL BRANDS / OCTOBER 2022 NOTABLE
During the tradeshow, A.V.I. ar ranged interesting debates related to animalism, pacifism, veganism and ecology, to spread the benefits of vegetarian and vegan nutrition for humans, and the planet, support ed by its media partner “Terra Nuova Edizioni”.
As an industry leader in the field of vegetarian and vegan certification, V-LABEL was happy to invite com panies and consumers to take part in the 34th edition of SANA at the V-LABEL and A.V.I. booth, in a very inclusive atmosphere, which included debates, meetings, vegan tastings and networking activities.
The most recognized brand in the world for vegetarian, vegan and raw vegan products promoted vegan networking at the trade show SANA in Bologna Fiere and celebrated the 70th years of the Italian Vegetarian Association.
The Bennati Family Produces Wine From The 19th Century ‘From Toni Recioto, To Amarone, To Private Label Wines’
The Bennati vineyards can be found near the village of Cazzano di Tramigna a half an hour east of Verona in the Veneto region. In 1920, Annibale Bennati officially established the winery Cantine Bennati. His father, Antonio Bennati, born in 1870 was a well know wine maker in the locality. His nickname was Antonio Recioto because he produced and sold the sweet wine Recioto. Back then, sweet wines were more popular than they are today, at least outside Italy. Today, Recioto is more like a dessert wine, and Bennati still has a sweet wine in the assortment with the label 1870. And significantly, it is the basis for the very famous Amarone wines from the Veneto region, but more about that later.
Daniela explains Bennati is still a family run business with two brothers Giorgio and Paolo Bennati in the lead, supported by their cousin Claudio. Each year, they produce almost about four million bottles of wine, of which 8,000 to 10,000 are premium range bottles and approximately 100,000 reserve bottles, including some 70,000 bottles of Ripasso. Most of the wines produced are the whites Soave and Pinot Grigio and the red, Valpolicella, in a variety of quality ranges. Valtramigna is the top level with wines that have a strong local identity. Soraighe is the next level from the Bennati area. The more common wines are I Gadi, Cornalè and Feudo Italia.
Soave Wines
MS. ELISA LUCILLI
34 GLOBAL RETAIL BRANDS / OCTOBER 2022
DR. DANIELA CELLAI
The Bennati wineries are situated not far from the Soave castle, the symbol of this famous region. “We can see the castle from the valley”, says Daniela with pride. “The Bennati brothers took the business over from their father Enzio who was blind later in life and brought him to the winery every day. It reflects the passion of the producers.” Next to the classical wines from the Veneto region the Bennati company also processes grapes from wine farmers west from Verona, close to lake garda, which results in a broader assortment with the red Bardolino and the pink Bardolino Chiaretto.
Only women rule the wine promotions at CTG. “I started to work for CTG twenty years ago”, tells Daniela whose mother already was involved in the company. It’s the aim of CTG to help family-run, Italian business in the wine industry to conduct foreign trade. CTG does so for a number of families spread over Italian wine regions. At the PLMA trade fair in Amsterdam, last June, they especially represented the Bennati family, who runs a winery for the fourth generation.
NOTABLE PRIVATE LABEL WINE SERIES
Tasting a top Amarone wine at the PLMA trade fair in Amsterdam this spring is not the norm, but it was possible at the stand of the Italian family company Bennati. The Bennati’s were represented by Dr. Daniela Cellai and Elisa Lucilli from C.T.G. Trambusti Gigliola, a company of four women who have a mission to promote fine Italian wines.
“The Amarone wines from the Bennati winery are not particular for private label use”, Daniela admits. “We are here for the first time now. But we also produce very good quality wines for affordable prices for private label. We have different lines.” A few years ago Bennati build a new winery, crushing plant, new warehouse and logistics centre to response to all new market requests. “We also have an entry level like the line Cornalè and I Gadi. More premium is Soraighe with more expensive wines, but for entry level we produce for example a good Soave, Pinot Grigio and Valpolicella.”
“The lower priced wines of Amarone the grapes are more often quickly dried, conditioned, very fast, readymade Amarone, that effects the costs. To achieve complexity, it’s a natural process, it takes time, and after ten years you have a real Amarone. That also counts for a Barolo priced at 10 euros. These Barolos have often a lot of acidity. It really misses the human work and that explains the cheaper price of these wines.”
On the hills, where Bennati originally produced wine, the soil is medium argile, a mix of calc and sand. “But even in the same valley you can find different soils and taste in grapes.”
To make Amarone, the grapes (Corvina, Rondinella and Molinara) are dried after the harvest for about six months. In this time the water evaporates and the sugar content of the grapes becomes more concentrated. After the drying process the grapes are pressed and fermented in oak bottles for at least 8 years in the Bennati cellar. “This is why a good Amarone is priced around 50 to 70
From Amarone To Private Label
Hans Kraak is educated in biology and journalism and wrote four books about nutrition and health. He worked for the Dutch ministry of Agriculture, Nature and Food quality and the Netherlands Nutrition Centre. As editor in chief he publishes NTVD, a Dutch nutrition magazine, as a food and wine writer he publishes in Meininger’s Wine Business International and reports for PLMA Live EU and PLMA USA.
The most well-known and famous wine from the region around Verona is Amarone. “Bennati is one of the biggest wineries that produces Amarone that still belongs to a family”, says Daniella. “Many wineries that produce Amarone have mostly sold to bigger financial groups in the last twenty years. At Bennati it is still in the family.”
Private Label Wines
During the interview at the PLMA fair in Amsterdam several visitors pass by the Bennati stand to taste some of the cellar’s wines. It’s lunch time, and without any doubt, Daniella and her colleague Elisa serve the best Bennati wines, not only for business, but rather as a lunch companion. Amarone at lunch time, it’s a pleasure for me too. “If you drink this wine the day after the bottle is opened it is even better”, Daniella says. “Some more air will give it some more balance.”
“Yes, you can find bottles in the supermarkets for twenty euro or less, even for other wines like the Barolo. It is only possible for this price because the grapes are from so called cantine sociale where farmers bring their grapes in big quantity. But the quality of the wines is different, these are normally not a wines for aging. To make an Amarone it costs a lot. You have to select the grapes, on difficult slopes, the work is not easy, then you need a dry room, and time to ferment the wine in (our case) French new oak barrels, and many checks by people, a lot of work force.
www.globalretailmag.com 35
“Bennati produces different wines from different regions, from different soils”, Daniella tells us. She studied as a geologist, specializing in soils. “The terroir is very important for the grapes”, she emphasizes, “it is more than simply the climate. Certain flavors in grapes can only be found in wine that is related to a specific soil.”
Chemistry Is Important
euros”, Daniella explains. “The grapes have to be dried, controlled on molds and quality, and it has to be fermented for years in oak barrels.
Readymade Amarone
BOSTON | PHOENIX | SAN DIEGO | CHINA | UK
NINTHby ANNUAL WINNERS EDITION 2022
www.globalretailmag.com 37
Christopher Durham President, The Velocity Institute Co-founder, The Vertex Awards
THE WINNERS ARE...
Welcome to the 9th Annual Vertex Award winner’s feature. This year’s competition included entries from 29 countries each representing the absolute best in package design from around the globe regardless of who owns the brand. That’s right; these are the best package designs in the world – full stop.
Phillip Russo Publisher, Global Retail Brands Co-founder, The Vertex Awards
Brought to you
AMIGA RETAILER: EVA COUNTRY: Ukraine AGENCY: RUSH LLC CATEGORY: Women’s Clothing
BEST SHOWOF
38 GLOBAL RETAIL BRANDS / OCTOBER 2022
RETAILER OF THE YEAR
Europe, Asia, The Middle East, Oceania, and Africa
ALDI AUSTRALIA
www.globalretailmag.com 39
RETAILER OF THE YEAR
North America, Central America, and South America
40 GLOBAL RETAIL BRANDS / OCTOBER 2022
FOXTROT
www.globalretailmag.com 41 EQUATOR
LARGE AGENCY OF THE YEAR
BRANDMOTOR DESIGN
OFAGENCYBOUTIQUETHEYEAR
42 GLOBAL RETAIL BRANDS / OCTOBER 2022
FRESH RETAILER: Hubei Huangshang Group Co., Ltd COUNTRY: China AGENCY: UnKnown Brand CATEGORY: Packaged Goods
www.globalretailmag.com 43
CHOICEPUBLISHER’S
Europe, Asia, The Middle East, Oceania, and Africa
HUANG SHANG
North
America, Central America, and South America LIFE ORGANICSMARTFLOUR RETAILER: Metro COUNTRY: Canada AGENCY: Pigeon Brands CATEGORY: Packaged Goods
44 GLOBAL RETAIL BRANDS / OCTOBER 2022
CHOICEPUBLISHER’S
GIANT DONUT HARD CIDER
Goods GOLD
RETAILER: The Giant Co. COUNTRY: United States AGENCY: Ahold Delhaize USA / Peapod Digital Labs
www.globalretailmag.com 45
CATEGORY: Licensed or Co-Brand
PRINCE & SPRING HOT SAUCE
RETAILER: Boxed COUNTRY: United States AGENCY: CATEGORY:BoxedPackaged
GOLD
46 GLOBAL RETAIL BRANDS / OCTOBER 2022
RETAILER: PLUS COUNTRY: Netherlands AGENCY: Brandnew Design Amsterdam CATEGORY: Beverages: Alcoholic (liquid)
ECOPERSONNELLEORGANIC
RETAILER: PJC - Jean Coutu Pharmacies COUNTRY: Canada AGENCY: Cabana Séguin Inc.
CATEGORY: Health Care
ORGANICSUPERMARKETPLUSWINE
GOLD
RETAILER: Profi COUNTRY: Romania
HONEYROMANEASCAMIERE
AGENCY: CATEGORY:DaymonOrganic and Natural food
O&O EGGS
www.globalretailmag.com 47
RETAILER: Profi COUNTRY: Romania
AGENCY: CATEGORY:DaymonRedesigned Brand
THEMORRISONS,BEST
HT PASTATRADERSSAUCE
AGENCY: CATEGORY:DaymonPackaged Goods
GOLD
COUNTRY: United States
48 GLOBAL RETAIL BRANDS / OCTOBER 2022
RETAILER: MORRISONS
RETAILER: Harris Teeter
AGENCY: CATEGORY:EQUATORRedesigned Brand
COUNTRY: United Kingdom
CHIPSFOXTROT
www.globalretailmag.com 49
ALDI COLLECTIONCURATEDAUSTRALIA,
RETAILER: Foxtrot Market COUNTRY: United States AGENCY: Foxtrot Marker
CATEGORY: Packaged Goods
GOLD
RETAILER: ALDI AUSTRALIA COUNTRY: Australia AGENCY: CATEGORY:EQUATORNewBrand
50 GLOBAL RETAIL BRANDS / OCTOBER 2022
COUNTRY: United States
RETAILER: Foxtrot Market
PLAY VODKANICE
RETAILER: Foxtrot Market
COUNTRY: United States
CATEGORY: Frozen
GOLD
AGENCY: Foxtrot Market
CATEGORY: Beverages: Alcoholic (liquid)
ICEFOXTROTCREAM
AGENCY: Foxtrot Market
www.globalretailmag.com 51
RETAILER: Foxtrot Market COUNTRY: United States AGENCY: Foxtrot Market CATEGORY: Beverages: Alcoholic (liquid)
GOLD
CATEGORY: Beverages: Non-Alcoholic
MPANGAJUMBO KOFFIE
RETAILER: Jumbo Supermarkten BV
FOXTROT & THE VIOLET HOUR KENTUCKY STRAIGHT BOURBON
COUNTRY: Netherlands
AGENCY: Guts&Glorious brand and packaging design BV
RETAILER: Jumbo Supermarkten BV COUNTRY: Netherlands
52 GLOBAL RETAIL BRANDS / OCTOBER 2022
AGENCY: Guts&Glorious brand and packaging design BV
PASTA7-SELECTCUPS
RETAILER: 7-Eleven
CATEGORY: Packaged Goods
JUMBO CHEESELUXESNACKS
AGENCY: Marketing by Design (MBD)
GOLD
COUNTRY: United States
CATEGORY: Packaged Goods
CATEGORY: Pet Products: food, accessories, and toys
www.globalretailmag.com 53
AGENCY: Marketing by Design (MBD)
RETAILER: Natural Grocers
KOMBUCHAGROCERSNATURAL
CATEGORY: Beverages: Non-Alcoholic
RETAILER: PetSmart
AGENCY: Marketing by Design (MBD)
COUNTRY: United States
GOLD
CATAUTHORITYFOOD
COUNTRY: United States
RETAILER: Albert Heijn
GOLD
54 GLOBAL RETAIL BRANDS / OCTOBER 2022
CATEGORY: Fresh
VISSTREECKGNOTENAH
AGENCY: Millford Brand ID
RETAILER: Wakefern COUNTRY: United States AGENCY: CATEGORY:MarksPackaged Goods
COUNTRY: Netherlands
BOWL & CHOCOLATESPECIALTYBASKETBARS
GOLD
COUNTRY: Australia
CATEGORY: Frozen
DELICATA
RETAILER: Albert Heijn COUNTRY: Netherlands AGENCY: Millford Brand ID
www.globalretailmag.com 55
BIG SPOON
RETAILER: ALDI Australia
CATEGORY: Packaged Goods
AGENCY: Motor Brand Design
COUNTRY: Australia
RETAILER: ALDI Australia
AGENCY: Motor Brand Design
GOLD
RETAILER: ALDI Australia
56 GLOBAL RETAIL BRANDS / OCTOBER 2022
CATEGORY: Frozen
AGENCY: Motor Brand Design
XMASROYALEOCEAN
COUNTRY: Australia
CATEGORY: Packaged Goods
MARKETSNACKERS
AGENCY: Motor Brand Design
CATEGORY: Packaged Goods
GOLD
JUMBO DAIRYPLANT-BASEDFRESH
RETAILER: ALDI Australia COUNTRY: Australia
CATEGORY: Organic and Natural food
JOIBROOKLEA
www.globalretailmag.com 57
RETAILER: Jumbo Supermarkten
COUNTRY: Netherlands
AGENCY: OD Designstudio
GOLD
CATEGORY: New Brand
RETAILER: Metro COUNTRY: Canada
RETAILER: Jumbo Supermarkten COUNTRY: Netherlands AGENCY: OD Designstudio
LIFE FLOURORGANICSMART
CATEGORY: Organic and Natural food
AGENCY: Pigeon Brands
CHOCOLATEVEGANJUMBO
58 GLOBAL RETAIL BRANDS / OCTOBER 2022
CO
GROOMINGGOODLINE
AGENCY: Standard Black
CATEGORY: Redesigned Brand
COUNTRY: Netherlands
RETAILER: PLUS, Boni, BOON, COOP, POIESZ, Jan Linders, Nettorama, Detailresult Group, Sligro, Hoogvliet, Vomar, Spar.
AGENCY: SGK - Amsterdam
BOOSTING BIO+
www.globalretailmag.com 59
COUNTRY: United States
RETAILER: CVS Health
CATEGORY: New Brand
GOLD
ROSCÓN DE
TOMATOESFARMSSIGNATURESNACKING
RETAILER: El Corte Inglés COUNTRY: Spain
60 GLOBAL RETAIL BRANDS / OCTOBER 2022
RETAILER: Albertsons COUNTRY: United States AGENCY: Sterling Brands CATEGORY: Fresh
GOLD
REYES
AGENCY: CATEGORY:SupperstudioLicensedor Co-Brand
RETAILER: El Corte Inglés COUNTRY: Spain
GOLD
EL CORTE ICESELECTIONINGLÉSCREAM
AGENCY: CATEGORY:SupperstudioFrozen
www.globalretailmag.com 61
RETAILER: El Corte Inglés COUNTRY: Spain AGENCY: CATEGORY:SupperstudioLicensedor Co-Brand
XO SWEETSCHRISTMAS
CATEGORY: Body Care
AGENCY: CATEGORY:SupperstudioBeverages: Non-Alcoholic (ready to drink)
COUNTRY: Australia
EL JUICESINGLÉSCORTE
GOLD
62 GLOBAL RETAIL BRANDS / OCTOBER 2022
ONE OF A KIND
RETAILER: Coles
AGENCY: The Contenders
RETAILER: El Corte Inglés COUNTRY: Spain
GOLD
COUNTRY: Australia
AGENCY: The Key Branding
ONBREAKFASTCOLESTHEMOVE
I GOT STICKPOWERNATURALCHEESE
CATEGORY: Beverages: Non-Alcoholic (ready to drink)
COUNTRY: China
AGENCY: UnKnown Brand
RETAILER: CHINA ANTS ALLIANCE
www.globalretailmag.com 63
RETAILER: Coles Supermarkets
CATEGORY: Packaged Goods
THE SIDE OF
BRIGHT
RETAILER: Hubei Huangshang Group Co., Ltd COUNTRY: China AGENCY: UnKnown Brand
CATEGORY: Beverages: Alcoholic (liquid)
CATEGORY: Packaged Goods
64 GLOBAL RETAIL BRANDS / OCTOBER 2022 See all the winners at: www.vertexawards.org
AGENCY: Yellow Dress Retail
SHANGHUANG FRESH
RETAILER: SPAR Netherlands COUNTRY: Netherlands
GOLD
WINE
VertexAwards.org
GOLD
Using jeweled-tone colors consistent with the flavors found in the product category and appetizing photography of the product itself, the packaging easily conveys the quality and flavor of each pasta cup. Informational buttons house important preparation and protein details, while Italian flag elements are used to emphasize the country of origin.
With an emphasis on the flavor, the color placard clearly calls out the variety first, followed by the importance of Organic and the USDA button to pay it off. A cute sign in the illustrated background farm scene calls out the non-GMO attributes. And how can we forget the blinking owl, another adorable character to live in the Natural Grocer family of animals.
Focusing on ingredients, MBD’s design allows pet owners to know the exact makeup of their pet’s food. With the benefits of each formulation called out ‘loud and clear’ with graphics to support the claim, customers can easily pick the product that best suits their furry friend.
MBD WINS AWARDSVERTEX
We are excited to share our winning designs that resemble what we are observing as ‘post pandemic’ trends which include bright colors, bold designs, category specifics, and overall optimistic attitudes.
GOLD
GOLD
MBD was honored to receive six Vertex Awards at the Velocity Conference + Expo in Charlotte, NC. As sponsors of the event, we take great pride in celebrating beautiful packaging artwork from around the globe. It was such a pleasure to collaborate, inspire one another, and learn from each other in person after time spent apart.
66 GLOBAL RETAIL BRANDS / OCTOBER 2022 COLUMN
Natural Grocers Kombucha
7-Eleven 7-Select Pasta Cups
PetSmart Authority Cat Food
6
Sprouts Farmers Market Canned Cold Brew Teas
www.globalretailmag.com 67 MARIA DUBUC President
MBD designed the Organic Gourmet Baking Cocoa intentionally for the category using darker colors to reflect the product in the bag. These colors, combined with a metallic effect as well as line art illustration mixed with photography highlight the high quality of this gourmet product in the competitive club store setting.
The natural and refreshing ingredients of Sun Harvest Coconut Water come to life with this bright and cheerful design. The clean, white flood of color helps emphasize that this product is natural as it comes directly from the coconut. Simple color blocking helps the consumer quickly identify if the water is with or without pulp.
Smart & Final Sun Harvest Coconut Water
Maria possesses nearly three decades expertise in creative management developing brand strategies, managing highly complex programs and driving business growth. As Marketing By Design, President, and Big Red Rooster, Vice President, Maria works diligently to ensure our people, projects, and processes drive clients’ successes. In the Retail Brands space she has coordinated the design and deployment of new and re-branded programs for a diverse set of retailers globally.
Maria Dubuc
BJ’s Wholesale Club Wellsley Farms Organic Baking Cocoa
The black swoosh coupled with the bold flavor colors creates a bold and beautiful sweeping graphic on shelf across the individual cans, while the subtle illustration of the tea leaf helps to inform the shopper that it’s not a coffee product. Simplified graphics ensure clean graphics on a complex ‘wet on wet’ printing process.
Once again this year we are proud of our Vertex wins and the growth of the brands we manage globally. I wish you all a bright and optimistic future as we navigate the ‘new normal’.
MARKETING BY DESIGN
Congratulations to all Vertex Award Winners and those who participated in the competition!
Use Reluctantly
You interact with and utilize the brand, but if we could use another, you probably would.
this
telling others how great it is.
You are a passionate
COLUMNLOVE IS NOT EQUAL
Apply The Model To Your Personal Life First
Where Does Your Brand Fall On The Engagement Scale?
The third category within the Brand Engagement scale, transactional or functional, implies that you have an unemotional relationship with the brand. It is sterile, somewhat lifeless, a little bit of a cold fish in your life. Doesn’t mean you hate it, but the relationship is purely functional, devoid of texture and resonance. My bank fits into this category, Bank Of America, just as the stapler does (Swingline, the #1 stapler brand) that sits in my desk.
3
THE FIRST STEP IS TO BE HONEST ABOUT YOUR BRAND’S RELATIONSHIPS WITH CUSTOMERS
And we can think of love in the same way as it applies to brands. We don’t adore the brands in our life in equal amounts, and yet we are attached to them uniquely, all for different reasons. In fact, many brands we don’t even love, we don’t like, and quite honestly we don’t even use. We reject them for a variety of reasons.
orTransactionalFunctional
You are a consumer of the brand in your everyday life, but it is a transactional or functional relationship.
You enjoy the brand, think of it highly, even get pleasure from it
This is the most ominous category of the bunch, because it says that you are using the brand but don’t really like it. It also says that you would switch from it if you could and if there were a better alternative. For me personally, Staples is one of those brands in my life that I do not adore (along with the NY Metro Subway), but I occasionally use
ReluctantlyUse
So you get the idea of how to think of brands in your life first as you are applying the Brand Engagement tool. Now, let’s flip the script and apply it to retailers’ Private Brands.
Recognize But Don’t Use
You are a consumer of the brand in your everyday life, but it is a transactional or functional relationship
68 GLOBAL RETAIL BRANDS / OCTOBER 2022
You interact with and utilize the brand, but if you could use another, you probably would.
ButRecognitionDon’tUse
These varied relationships with brands, from “disgust” to “like” to “love”, is actually something that can be scaled and measured. What we call it is brand engagement, and it is the starting point for thinking about where your brand is today in consumers’ minds and where it could possibly aspire to be.
Recognition is different than “equity”, and it does not imply you even use the brand
Enjoy
simply out of convenience, maybe 4 times a year. Remember, the brands you categorize don’t all have to be retailers, they could be CPGs or services too. Also, the brands that I am charting and scaling here will be totally different for you.
There are a multitude of brands that we know, we recognize, but for some reason or another we have little functional relationship with. I don’t take long bus trips like Greyhound offers, I know of RadioShack and its long history but never go there, and I don’t play tennis, so Penn tennis balls fall into this category. Recognize them all, I just don’t personally use any of them.
Whatever people say about love, it is not equal. It is not felt equally, it is not offered to others in the same, evenly proportioned amounts. Yes, you may love your kids equally, but you are attached to them differently.
LoyaltyLoveRemarkable& advocate of brand, to the point of
Transactional Or Functional
There is not justice in love, there are different degrees, and even though it is not equal, it is measurable.
11 2
Recognition is different than “equity” and does not imply that you even use the brand.
What we always find to be helpful is putting a personal lens to brand engagement, because it helps to set context about how you feel about brands and their meaning, only and especially to you. This personalization forces you to scale varied brands uniquely, and we classify the five different “degrees of engagement” as follows:
is
Love is not equal and it never is. This is why the Brand Engagement model makes sense, and why you can apply it to own brands. For many of you and your brands, you will fall right in the middle today, and that is probably ok. Getting the organization centered around where you are and galvanized about where you could go is the point of the model. It is a provocative conversation starter, there is a methodology that underlies all of this, and it starts with the different consumers you have and how they feel. If you would like to learn more, we would love to talk.
Flip The Script And Apply The Model To Retailers’ Own Brands
Recognition different than “equity”, and it does not the brand
Remarkable Love & Loyalty
Perry Seelert
Enjoy
Enjoy from of the point of telling
Perry Seelert is retail branding and marketing expert, with a passion for challenging conventional strate gy and truths. He is the Strategic Partner and Co-founder of Emerge, a strategic marketing consultan cy dedicated to helping Retailers, Manufacturers and Services grow exponentially and differentiate with purpose. Please contact Perry perry@emergefromthepack.comat
Setting Your Strategic Plan In Motion
You enjoy the brand, think of it highly, even get pleasure from it.
Shangri-La. Utopia. The Promised Land. In my personal life, to flip back to Brand Engagement through this lens, I consider brands like Peets Coffee & Tea, Amazon and Patagonia to live within this hollowed ground. I love these brands. I don’t think I could have survived without Amazon during the pandemic, and each of these brands has a highly emotional relationship with me.
The fourth category is a positive place to be if you are a retailer or a supplier, because it signifies that your brand has meaning in a consumer’s life. There is an emotion attached to the brand, it transcends the lifeless world of being merely transactional, and the consumer enjoys interacting with you. The shopper wants you in their life, but it is not all-the-way-tobright like the final category.
others how great it is.
The amazing thing is, there are some Private Brands that have achieved this status, like Kirkland Signature at Costco or President’s Choice in Canada. They don’t rest on their laurels, because they are constantly inventing, and even in this place, are unafraid to fail. Kirkland is $58 Billion annually and counting, and you know you are not afraid to experiment when they launch an own brand golf ball (and their members love it).
www.globalretailmag.com 69 PERRY SEELERT Strategic Partner Co-Founder& EMERGE
imply you even use
the brand in your everyday life, but it is a transactional or functional relationship
This is where the Brand Engagement model gets really interesting, because when you apply it to a retailer, the conversation becomes a provocative starting point to developing Private Brand actions, a strategic pathway and goals for the brand.
ButRecognitionDon’tUse
You interact with and utilize the brand, but if you could use another, you probably would.
ReluctantlyUse
this brand, to
4 5
If we are to stay with the third category, “Transactional Or Functional”, I would probably put Walmart’s Great Value into this group, and maybe the shopper/ consumer would tell me different. But, for many Walmart shoppers, I believe the relationship with the wide-ranging brand is unemotional and based upon everyday needs. It suffers from a lack of passion in its engagement, and this would be the opportunity, to move it to the right one or two categories on the scale.
RETAILERS’ CAN BE SCALED, SOME EVEN ACHIEVING “REMARKABLE LOVE”
You enjoy the brand, think of it highly, even get pleasure
Where Does Your Brand Fall On The Engagement Scale? 3
You are a passionate advocate of this brand to the point of telling others how great it is.
Retailer brands that I think fit into this category are Target’s Up & Up, Whole Foods 365 and Wellsley Farms at BJ’s. These are not only well-constructed brands, but there is an underlying layer of optimism within them, and they are verging on an emotional relationship. They are enjoyed.
orTransactionalFunctional of
You are a consumer
BRANDS ALSO
it LoyaltyLoveRemarkable& You are a passionate advocate
AUGMENTED PACKAGING: DIGITAL CONTENT FOR MOBILE-SAVVY AUDIENCES
So, what can brands do to turn their packaging into an engaging and effective social media channel?
Because people learn through making emotional connections and interaction like tapping the screen and engaging with the content, we see a significant spike in memory retention as a result, which ultimately engenders a behavioral change in Thereconsumers.isalso a rise in consumer demand for breakthrough experiences with their packaging. For example, 66% of Millennials are prepared to spend more on sustainable products but finding out what is genuinely
There is a significant amount of neuroscience research around the power of AR (Augmented Reality) compared to traditional media. AR delivers a 45% increase in attention span and gives the user an increase in emotional intensity.
In recent years, packaging has moved beyond just being an analog proposition. It is an invaluable media channel that sits in users’ homes—it is on their kitchen tables, on their desks at work, and in their bags.
But because the label on products is often small, the best delivery option is for a scannable code, which is supported by consumer desire and action, with research supporting that more than three quarters of consumers would use their mobile to learn about a product and want packaging to display QR codes.
56%
of products with AR show a higher conversion rate of users going online
of shoppers agree that AR gives them greater confidence in the quality of the product.
94%
sustainable these days is difficult. Consumers must embark on their own search via social media or through the brand’s website. The ideal alternative is for the packaging to contain that information as consumers interact with it.
The Numbers Speak for Themselves
Until recently, that product has sat there silently, almost dormant. It is a static proposition in the mobile world. Through the power of the smartphone and a QR code, brands can now turn that into a media channel that tells a story, engages with the users, collects data, and sells more products.
70 GLOBAL RETAIL BRANDS / OCTOBER 2022
Another trend we are seeing is that Gen Z wants to engage in more experiential ways. They want more from their brand than just the consumption of the product — they want to feel part of a bigger community. Shopify found that 94% of products with AR show a higher conversion rate of users going online, and 56% of shoppers agree that AR gives them greater confidence in the quality of the
not just in physical retail, but also in the e-commerce environment. Google Analytics and other online data sources show that scans increase dwell times on product sites, thereby improving performance and increasing sales.
Thisproduct.isincreasing
COLUMN
Director,
What’s Next for AR?
So, it is important that brands think of AR as the beginning of a conversation rather than simply bookends of the solution, because doing so will amplify and bring the brand to life in holistic ways, especially as most consumers are not predisposed to seek additional information on their own.
and online retail accomplishes two goals: it drives app downloads and online visits, increasing conversion and sales; and it increases a brand’s social media exposure as users share updates about their rewards, wins, and experiences.
For the packaging design community, this is the call to action to not only pursue AR on packaging itself, but to do so in a way that really amplifies that the content is there. While it’s a rapidly growing technology, people still aren't actively looking for it. On every product that has an on-pack code, brands not only need to give the user a strong proposition to scan, but make it an exciting, creative, and important tool.
Beyond Omnichannel
John began his career in the auto motive marketing managing agen cies and globally award-winning creative work with VW and DDB. He started joined SGK’s Business Development team in 2008, and several roles later is now in Market ing Strategy distilling his experience to design, drive and effect change across the organisation - creating and supporting strategy, culture, in novation, proposals and campaigns for a digital business in the 2020s.
Overall, there are innovations to make AR better, shinier, faster, lighter—mixed reality designed to wow the audience. That represents a shift in the industry itself as brands are beginning to examine how they can cross the divide from AR being a gimmick to it being part of a bigger strategy delivering actual commercial value back to their business.
There is a significant correlation between the increase in value of consumers who engaged with AR compared to those who didn't. A gamified integration of in-person
John Dalziel
AR usage is expanding in a variety of exciting ways. From NFTs and the metaverse to "phygital" retail experiences, brands need to be aware of tech developments that make sense for their brand and more importantly, their consumers.
There are also great new examples of brands using AR to onboard consumers from physical retail into loyalty platforms by incentivizing online purchases via prizes and exclusive discounts. This type of integration exemplifies how AR can be used as a tool to drive other metrics or how to integrate it with other parts of the marketing tech stack.
JOHN DALZIEL Marketing Strategy EUROPE
www.globalretailmag.com 71
SGK,
Brands should think about AR as part of an omnichannel campaign, not just restricted to packaging. It needs to be compelling, engaging, and fun content that brings the brand story to life in a creative and captivating way.
It is also worth noting that AR can serve a purpose throughout the entire consumer journey, from as early as the point of consideration where they are reading ads or on social at the point of purchase, whether on e-commerce sites or in-store.
Then there's on-pack usage when consumers are interacting with the product anywhere. We should not consider that the end of the journey, because brands can reach consumers and communicate with them after that scanning moment, either by capturing email addresses or using cookies on a device to serve targeted ads.
Since then, generics have evolved into private labels, private brands, and retail brands. They have thrived and grown through the recessions of the 1980s and 1990s as well as the Great Recession of 2008-09.
2022 Economic Upheaval
Place your brands and their positioning and purpose firmly at the center of strategy and implementation. Build brands they love.
COLUMN
Don’t create cheap generics with bad design and belittling messaging. They smart enough to read a price tag, taste, touch, feel and wear your products. Help them. Do not insult them. Maintain Consistent Quality: No matter the price point, do not disappoint them. FULL STOP!
Christopher Durham Founder, My Private Brand and The Velocity Private Brand Con ference. Christopher Durham is an author, consultant, strategist and retailer with close to 20 years of real-world retail and corporate experience creating, launching and building numerous billion dollar Private Brands. My Private Brand, seeks to drive the changing Private Brand landscape, focusing on the emerging art and science of Private Brand management.
Keep them at the center. They are not looking for low-quality, cheap products. They are looking for good value brands they can trust to help take care of their family.
The current economic uncertainty has retailers and manufacturers rushing to opening price products and private brands. The challenge for those retailers is to avoid the low-quality traps of the Generic age and forge a new golden age of Retail Brands.
Consumer-Centric:
THE VELOCITY INSTITUTE
Brand-centric:
Smart Marketing:
On July 15, 1979, millions of Americans tuned in to hear President Jimmy Carter speak about the crisis.“The threat is nearly invisible in ordinary ways. It is a crisis of confidence. It is a crisis that strikes at the very heart and soul, and spirit of our national will. We can see this crisis in the growing doubt about the meaning of our own lives and in the loss of a unity of purpose for our nation. The erosion of our confidence in the future is threatening to destroy the social and the political fabric of TheAmerica.”American economy was the perfect petri dish for the emergence of Generic products. The stark white labels with their plain, black fonts screaming: CIGARETTES, BEER, SOUP were America’s “crisis of confidence” given form. The low prices and stark design were the perfect expressions of the American “malaise.”
The American mythology of private label has its origins firmly entrenched in the recession of the 1970s, which began during the presidency of Richard Nixon and impacted the country well into the early years of the Reagan administration. The multiple energy crises of the 1970s led to stagnant economic growth as oil prices surged. The combination of stagnant growth and price inflation during this era led to what was then called “stagflation.”
Although the private label mythology certainly has a ring of truth, and the economic crisis of the 1970s indeed spawned Generics, that is far from the whole story. The evolution was not simply an American story but a global one. The genesis of Generics can be traced to France, which was also suffering from an economic crisis. In 1976, grocer Carrefour introduced its line of extreme value generics known as Produits Libres. The Generics of the 1970s were not the beginning but were arguably the low point.
Today we stand at the precipice of a post covid recession, and private brand has again surged. However, unlike the prior recessions, retailers and their brands have changed dramatically. The industry has spent the last 20 years improving and refining private brands. Retailers placed their shoppers and private brands at the center of their strategy, and consumers have embraced those brands as their own.
CUSTOMERLOVINGANDPRIVATERECESSION,BRAND,THEARTOFYOUR
72 GLOBAL RETAIL BRANDS / OCTOBER 2022
CHRIS DURHAM President
ENDORSED BY A NEW WORLD FOR BEAUTY BOLOGNA, HONG KONG, LAS VEGAS, MUMBAI, BANGKOK SALES OFFICE EUROPE, AFRICA, MIDDLE EAST, THE AMERICAS BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 international@cosmoprof.it036 MARKETING AND PROMOTION BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 info@cosmoprof.it036 SALES OFFICE ASIA PACIFIC Informa Markets, Hong Kong P +852 3709 ccasales-hk@informa.com4988 SALES OFFICE THAILAND, ASEAN Informa Markets, Thailand P +662 036 0500 ext 222 F +662 036 0588 / +662 036 0599 ccasales-th@informa.com OFFICIALLY SUPPORTED BYORGANISED BY BANGKOK QUEEN SIRIKIT NATIONAL CONVENTION CENTER (QSNCC) 14 - 16 SEPTEMBER 2023 COSMOPROFCBEASEAN.COM SEE NEXTYOUYEAR!
74 GLOBAL RETAIL BRANDS / OCTOBER 2022 TRADE FAIRS
NEW LAYOUTEXHIBITION
“Marca by BolognaFiere has been a success beyond expectations,” announced Antonio Bruzzone, General Manager of BolognaFiere, “We have recommenced with the same numbers we had in 2020, when the world came to a standstill due to the pandemic. This is the only event in Italy capable of interpreting the potential and evolution of the Private Label sector, which every year finds in BolognaFiere the most authoritative forum at which to make deals and foster the growth and internationalization of small and medium-sized enterprises, thanks to the relationship with Grocery Retail groups. We would like to thank the retail groups, exhibitors, professionals and buyers, our institutional partners, first and foremost ITA – the Italian Trade Agency, and above all ADM, the Italian Grocery Retail Association that has always believed in this event and continues to help it grow with us. I look forward to seeing you again in January 2023.”
Attendance is already growing at the 19th edition of Marca by BolognaFiere, the only Italian event totally devoted to private label, the large showcase where the Made in Italy excellence products destined for retail brands are exhibited. The success of the next edition can already be predicted if you analyze the interest that accompanied the opening of registrations. Also for this reason the exhibition layout of Marca by BolognaFiere 2023 will include 6 pavilions, one more than the 2022 edition.
MARCA BY BOLOGNAFIERE 2023
18 - 19
2022
“We are extremely satisfied with the success of Marca by BolognaFiere. Today’s consumers are choosing private labels with increasing conviction,” explained Carlo Alberto Buttarelli, Managing Director of ADM, “motivated by the values that the brands represent: quality and reasonable prices, but also the sustainability and innovation that Private Labels are developing with industry partners. The supply chain pact,” continued Buttarelli, “becomes a reality with Private Labels, where the integration between production, distribution and consumers reaches its maximum expression.”
Marca 2023
To learn www.marca.bolognafiere.itmore: JANUARY BOLOGNA, ITALY
CONTINUEREGISTRATIONSBuilding
on 2022’s Success
A NEW WORLD FOR BEAUTY BOLOGNA, HONG KONG, LAS VEGAS, MUMBAI, BANGKOK SALES OFFICE ASIA PACIFIC Informa Markets India Pvt. Ltd Mumbai, India P +91 99 2030 3556 F +91 22 6172 cosmoprof-india@informa.com7273 SALES OFFICE EUROPE, AFRICA, MIDDLE EAST, THE AMERICAS BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 international@cosmoprof.it036 MARKETING AND PROMOTION BolognaFiere Cosmoprof S.p.a. Milan, Italy P +39 02 796 420 F +39 02 795 info@cosmoprof.it036 ORGANISED BY THE NOT TO BE MISSED EVENT FOR THE ENTIRE BEAUTY BUSINESS COMMUNITY IN INDIA COSMOPROFINDIA.COM SEE YOU NEXT YEAR MUMBAI
Cosmoprof Asia and Cosmopack Asia 2022 will take place at Singapore Expo, a world-class exhibition center. From the cosmetic supply chain to finished products and brands, all sectors of the beauty industry will gather under one roof; buyers can easily source from 10+ product sectors in one venue.
Singapore offers a vibrant and innovative business environment and has a proven record of facilitating quality events. It is a well-known global transport hub with one-flight connections from hundreds of cities around the world, which will enable business and networking activities among the international beauty players. Singapore is very well situated in Southeast Asia and creates further excellent business opportunities for our exhibitors and visitors in the region.
TRADE FAIRS
“This special edition of Cosmoprof Asia in Singapore will figure as the most important gathering of international beauty stakeholders, suppliers, and buyers since our last edition in 2019.” said David Bondi, Senior Vice President – Asia of Informa Markets and Director of Cosmoprof Asia Ltd. “Our proactive decision to relocate the fair from Hong Kong to Singapore shows our determination to help the industry to reconnect in 2022. We are confident in Singapore’s strong reputation as a preferred destination for business events. We look forward to welcoming our delegates from around the world in the Lion City this November.”
To learn
Organizers BolognaFiere Group and Informa Markets will present Cosmoprof Asia 2022 in Singapore from 16-18 November 2022 at Singapore Expo as a special edition.
A SPECIAL EDITION OF COSMOPROF ASIA 2022 TO BE HELD IN SINGAPORE
16 - 18 NOVEMBER 2022 SINGAPORE
www.cosmoprof-asia.commore:
Asia’s premier beauty event, strongly supported by the world’s leading cosmetics suppliers in the past 25 years, will continue its mission of “Connecting All Sectors of Beauty Industry in Asia-Pacific Region. The APAC region remains a crucial reference for global economics and Cosmoprof Asia is continuing its growth in the area,” said Antonio Bruzzone, General Manager of BolognaFiere Group and Director of Cosmoprof Asia Ltd. “In 2022, Singapore is the best location to welcome stakeholders and professionals again, offering a not-to-be-missed experience to do business in person”.
At Emerge, we are focused around two simple client objectives, which are at the heart of everything we do. FOR SUPPLIERS Looking to expand and differentiatetheir business or take new innovations to market FOR RETAILERS Wanting to build a unique roadmapand actionable tactics for Private Brand greatness CALL US We would love to start a conversation with you Perrywww.emergefromthepacck.comSeelert,Partner;MarkDickinson, Partner +1Mark@emergefromthepack.comPerry@emergefromthepack.com2035293668 1.2.
ADVERTISING INDEX I NEXT ISSUE Benatti Wines Verona / 13 Cosmoprof India Mumbai / 75 Cosmoprof Bangkok / 73 Cosmoprof Singapre Special Edition / 11 Emerge / 77 Frostkrone Food Group / 25 Global Tissue Group / Inside Front Cover Spread, Back Cover La Doria S.p.A / 27 Le Bontà srl / 6 & 7 Lucart S.p.A / 9, 29 Marca Bologna 2022 / 18 & 19 MBD (Marketing By Design) / 36 PLMA’s Chicago Trade Show / 5 PLMA’s World of Private Label Amsterdam / 15 Seneca Foods / 21 Valsa Group, S.r.l. / 31 Vertex Award Entries / 66 V Label International / 33 Velocity Conference & Expo / 79 Next Issues... NOVEMBER PLMA Chicago/ Marca Bologna Ad Close: 20 October MARCH 2023 2023 Suppliers Guide Ad Close: 1 February
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