Wakefern, the strategy to grow with store brands

Wakefern, the largest retailer-owned cooperative in the United States, plans to create an entire department focused on store brands as part of a plan to boost its market share, said William Magistrelli, Director Innovation Own Brands at the New Jersey-based company. “We have a five-year strategy to grow from a 12 percent penetration today to 25 percent. It’s roughly a 2 billion dollar business for us, and we’re looking to take that past five billion dollars,” Magistrelli told Italianfood.net in an interview at the PLMA show in Chicago.