Store Brands - March 2017 - 17


um Tier

me inductees spearheaded significant
ps, product development and promotion

d and Carolyn Schierhorn

(PLMA) and Store Brands solicit nominations from a wide
range of executives involved in the manufacturing, marketing
or distribution of private brand goods. Those selected for
the Hall of Fame have served as leaders in store brand
development and innovation; advanced the growth of store
brands through the creative use of marketing, merchandising
and promotions; contributed significantly to store brand
technology in terms of manufacturing, packaging, label design
or quality assurance; and/or served as a champion of store
brands within their own companies, business communities
and the consumer marketplace.
This year's honorees - who are profiled beginning at the top
of page 16 - join the 51 other visionaries inducted into the Hall
of Fame since its inception in 2006. To see the complete list, visit
the PLMA's website at plma.com and click on "Hall of Fame."
business of plastic bags, wraps and containers to another level.
"Because of some of the large accounts he called on, he
was instrumental in changing that marketplace and driving
market share in a category that is now 60 percent private
label," Wood says.
In 2009, after spending 36 years with Presto, Chaffee
joined Manawa, Wis.-based Sturm Foods, which
manufactures dry groceries for private label, as director of

new business development and trade relations. Sturm Foods
was acquired by TreeHouse Foods in 2010. Chaffee retired
from the company in February 2016.
Chaffee also has the distinction of being the only member
of the Private Label Manufacturers Association to serve three
terms as chairman of the board of directors. Serving on the
executive committee, he was elected first vice chairman in
2009 and almost immediately had to step in to assume the
duties of chairman when Peter Pappas, CEO of private label
food supplier Clement Pappas & Co., became ill. Chaffee was
subsequently elected to the position of chairman in 2010 and
was re-elected the following year.
Chaffee says he was "kind of blown away" upon hearing of
his induction into the Private Label Hall of Fame. His peers,
however, were not.
"He belongs," Hahn says.
Chaffee has spent the last year "blowing off steam," like a
lot of new retirees do. He has golfed and hunted and spent
time with his family and friends. In the near future, Chaffee
plans to dedicate much of his time to various charities.
After all, Chaffee is as passionate about assisting others as
he was about his work in private label.
"I'm going to continue my work of helping people," he says.

Peter
Brennan:
Evangelist for
private brands

P

eter Brennan, who
died last month at 69,
impressed everyone he
came in contact with, say his former colleagues at
Daymon Worldwide, where he worked for 33 years, serving
as president from 1994 to 2006.
"Following in the footsteps of Daymon founders Milt
Sender and Peter Schwartz, Peter Brennan was one of the key
evangelists for private brands in the United States, beginning in
the 1970s," notes Daymon CEO Jim Holbrook. "His expertise
and ability to influence and motivate retailers to leverage the
power of their own brands was magnificent. Many a retailer
made private brands a strategic pillar because of Peter."
John Ruocco, a grocery industry consultant based in the
Dallas area, remembers fondly the first time he encountered
Brennan - in 1972. Then working for American Home
Products, Ruocco had just relocated to Detroit and asked
five supervisors who reported to him for the name of the
best person at American Home to introduce him to the city's
retailers. The supervisors all recommended Brennan, who
then was only 24 years old.

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Table of Contents for the Digital Edition of Store Brands - March 2017

Contents
Store Brands - March 2017 - Cover1
Store Brands - March 2017 - Cover2
Store Brands - March 2017 - 3
Store Brands - March 2017 - Contents
Store Brands - March 2017 - 5
Store Brands - March 2017 - 6
Store Brands - March 2017 - 7
Store Brands - March 2017 - 8
Store Brands - March 2017 - 9
Store Brands - March 2017 - 10
Store Brands - March 2017 - 11
Store Brands - March 2017 - 12
Store Brands - March 2017 - 13
Store Brands - March 2017 - 14
Store Brands - March 2017 - 15
Store Brands - March 2017 - 16
Store Brands - March 2017 - 17
Store Brands - March 2017 - 18
Store Brands - March 2017 - 19
Store Brands - March 2017 - 20
Store Brands - March 2017 - 21
Store Brands - March 2017 - 22
Store Brands - March 2017 - 23
Store Brands - March 2017 - 24
Store Brands - March 2017 - 25
Store Brands - March 2017 - 26
Store Brands - March 2017 - 27
Store Brands - March 2017 - 28
Store Brands - March 2017 - 29
Store Brands - March 2017 - 30
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Store Brands - March 2017 - 36
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Store Brands - March 2017 - 40
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Store Brands - March 2017 - 42
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Store Brands - March 2017 - Cover3
Store Brands - March 2017 - Cover4
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