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Private Label FAQ

Question Answer

What are private label products?

  • Private label products are a store brand alternative to brand name products.
  • Private label has evolved from the generic, low-priced products of the past to a wide selection of items at every tier – from value to premium. There are even private label niche brands, such as organic lines of products.
  • Private label products are sourced directly from a supplier by a retailer. They are often of similar quality to national brand items, but can be sourced and sold much more cheaply.
Question Answer

Why is DeCA introducing private label products?

  • DeCA's patrons have been asking for the introduction of private label products. In a recent survey, 60% of patrons said they would be interested in a DeCA private label offering. DeCA patrons are savvy shoppers who know they can get the same quality as national brands at a lower price through the introduction of private label products.
  • DeCA is introducing private label products to expand the set of quality options for DeCA's shoppers and to create savings for customers and taxpayers.
  • Private label will create savings for customers. Private label products can offer the same quality as national brands at lower prices by cutting out the marketing costs that inflate brand name prices. Customers can think of this as cutting out some of the overhead built into national brand prices.
Question Answer

Do other commercial and military resale organizations release private label products?

  • Almost all major retailers offer private label products, with private label representing 15 to 20% or more of total commercial grocery sales. Other military retailers, such as the Exchange, already offer private label products.
  • By releasing private label products, DeCA will be taking a step to match retail best practice.
Question Answer

How will DeCA ensure that private label products are of high quality?

  • DeCA is modeling its private label products to match well-known national brands. DeCA has set the bar high for quality.
  • Many of the private label products will be produced on the same manufacturing lines as national brands. They will meet the same specifications as those national brands.
  • DeCA has gone through a rigorous selection process – including quality assessments – to identify the right or responsive supplier partner and ensure the ongoing quality of the products.
Question Answer

Will introducing private label mean that patrons will no longer have an excellent selection of national and value brands?

  • Patrons will still be able to find many of the name brands they know at DeCA.
  • DeCA will continue to optimize its assortment, as it always has, to ensure patrons get the competitive prices on a wide range of product options.
Question Answer

Does this mean DeCA will manufacture its own products?

Private label products are sourced by a retailer, directly from a supplier, but not usually manufactured by the retailer. In other words, DeCA will not manufacture the products in-house, but instead will work with a supplier to source the products
Question Answer

How can DeCA be sure that its patrons want private label products?

DeCA's patrons have been asking for the introduction of private label products. In a recent survey, 60% of patrons said they would be interested in a DeCA private label offering.
Question Answer

How will private label benefit DeCA patrons?

  • The introduction of private label products gives DeCA's patrons a cost effective alternative to lowering the cost of their shopping baskets while giving them access to high quality products.
  • Private label products can be sold at lower prices than their national brand equivalents because they cut out many of the marketing costs built into national brand prices.
Question Answer

What capabilities does DeCA have to launch private label products?

DeCA has dedicated private label and pricing experts, in house, who possess a combination of commercial and military resale experience. DeCA has extensive experience selecting suppliers, designing assortments, and overseeing distribution. DeCA has selected SpartanNash, a private label supplier, who is a leading expert in this space.
Question Answer

Who is DeCA partnering with to launch private label?

DeCA is partnering with MDV Spartan Nash LLC. Spartan Nash is a Fortune 400 company whose core businesses include distributing grocery products to independent grocery retailers, national accounts, its corporate owned retail stores and U.S. military commissaries. SpartanNash serves customer locations in 47 states and the District of Columbia, Europe, Cuba, Puerto Rico, Bahrain and Egypt. SpartanNash currently operates 158 supermarkets. Through its MDV military division, SpartanNash is the leading distributor of grocery products to military commissaries in the United States.
Question Answer

How did DeCA select SpartanNash as the supplier?

DeCA used a rigorous selection process to select a supplier that can deliver high quality products at competitive prices for DeCA's patrons. Key selection criteria included quality, cost savings, ease and efficiency of implementation, and ability to support and grow the program in the future.
Question Answer

Who will be stocking private label products on commissary shelves?

Private label products will be stocked by DeCA's current shelf stocking contractor and/or in-house personnel where applicable.
Question Answer

Will private label products be available in all commissaries?

Yes
Question Answer

When will private label products be on commissary shelves?

DeCA will launch the first private label products starting in the May 2017 timeframe. DeCA will gradually expand its offerings over time. Commissary patrons may see a few items at first, then notice more items as months go on.
Question Answer

What about the DeCA brand?

    Freedom's Choice logo
  • DeCA is proud to announce its food products will be released under the "Freedom's Choice" brand and non-food products (e.g., plastic bags) will be released under the "HomeBase" brand.
  • Homebase logo
  • Freedom's Choice and HomeBase deliver the quality you expect at savings you deserve.
Question Answer

When will private label products be on commissary shelves?

DeCA will launch private label products in the May 2017 timeframe.
Question Answer

What about the DeCA Brand?

The launch of a DeCA exclusive brand is contingent upon further discussion with SpartanNash to ensure specifications can be met, including cost/timeframe. To ensure effective delivery to stores, timed with resets, it may be necessary to begin with a control brand then ramp up the introduction of a DeCA-exclusive brand.

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