Meat + Poultry - March 2009 - 29

PRIVATE LABEL

cause of their scale and the sale involved
in this endeavor. Small and very small
processors can't do what we do, because
of limited capacity," he says. And others
in the industry say that limitations in
what processors
can produce for
others makes it a
more successful
practice for medium-sized companies to carry out.
But many small
meat processors
Seth Shuket
do very well at
private labeling. Old World Provisions,
for example, has only 50 employees.
Shuket, who runs Old World's private-label operations (his father, Mark,
is CEO and brother, Ross, also works
in the business) says the current company is based in
upstate New York
City and the state
capital. It began
as a small meat
processor in 1942
handling business
in New York City
delicatessens. The
Mark Shuket
company makes
authentic New York-style corned beef
and pastrami, as well as other authentic New York deli products, for markets
throughout the United States.
The company got started as State
National Provisions in Albany. It was
later purchased
by t he older
Shuket in 1991
and merged with
his JoMar Provisions, a Bronx,
New York meatprocessing company he founded
Ross Shuket
with his father in
1981. The new company became known
as Old World Provisions, and represents
the fourth generation of the family in
the meat business, since Mark Shuket's
grandfather was general manager of the
Hebrew National brand.
"Yes, we're very much involved in
30

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March 2009

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Old World Provisions makes New York-style corned beef and pastrami and other deli products
for markets throughout the United States. (Photo courtesy of Old World Provisions Inc.)

private labeling. But private labeling is
always at the demand of the customer.
A customer could be selling his products
online. Then private label becomes a
proprietary brand no one else can sell,"
Seth Shuket explains.
He points out private labeling or
co-packing is driven by the customer,
not necessarily by the company doing
the private-label production. But the
private-label processor can be looking
for opportunities to make more products than it would sell on its own, and
the two companies' interests and needs
come together.
"We were looking for opportunities
to grow and sell our products and our
business and we saw private labeling
as a way to do that," he says.
Shuket says Old World Provisions
does more private labeling for distribution companies than other kinds
of businesses. "So we end up making
many different kinds of products for the
distributors we deal with," he says. "In
doing this, by private labeling for our
customers, we're helping our customers to build brand loyalty - to help their
customers be loyal to their brand."
Shuket says Old World Provisions
products are sold all over the United
States, with sales people and food bro-

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kers helping to find new private-label
markets for them. "Anything you can
do to grow your business is good, but
you have to be flexible. Because you're
putting your own brand aside, and selling your products to them, so they can
use it in their own brand," he adds. "A
great opportunity for us to private label
is when people want to develop their
own brand and concentrate on the marketing. But we have to make the product
exactly the way they want it."
He says his products can be sold in
that way either wholesale or in retail
markets as store brands in a supermarket chain, for example.
"We expect our private labeling to
grow 20 to 25 percent this year, and
another 25 percent in 2010," Shuket
predicts. "We want to build our own
brand, but we're willing to help other
companies succeed, as well. Private labeling can be a long-term success, as
long as the companies involved treat
each other fairly."
Bernard Shire is M&P's Washington correspondent
based and feature writer based in Lancaster, Pa.
With a background in editing and writing for daily
news publications, he also works as a food safety
consultant and writer for Shire & Associates.
We would like to hear from you - to comment on
this story or to request reprints, contact us by
e-mail at: meatpoultry@sosland.com.
http://www.MEATPOULTRY.com
Meat + Poultry - March 2009

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