From 12% to 30% Wakefern’s Own Brands Journey


Bookmark and Share

Chris Skyers
Vice President of Private Label and Own Brand
Laura Kind
Director, Brand Marketing and Packaging, Own Brands

In light of the ever-changing consumer and competitive set in the market, a new and refocused division has been put together at Wakefern to relaunch its Own Brand presence in the market.  Through careful evaluation of sourcing partners and an in-depth understanding of our consumer and how she has changed, we look to shift our current Own Brand sales penetration from 12% to 30% within the next several years.

About Wakefern Food Corp.

From a small, local cooperative that began with eight grocery store owners, Wakefern Food Corp. has grown into the largest retailer-owned cooperative in the United States. Founded in 1946, the cooperative comprises 50 members who today independently own and operate 352 supermarkets under the ShopRite, The Fresh Grocer, Price Rite Marketplace and Dearborn Market banners in New JerseyNew YorkConnecticutPennsylvaniaMarylandDelawareMassachusettsNew HampshireRhode Island and Virginia. Together with its member companies, Wakefern employs more than 70,000 people, and is one of the largest employers in New Jersey. For more information, please visit