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Article: White Rose revamps private label line.(The Private Eye)
- Article from:
- Private Label Buyer
- Article date:
- November 1, 2004
CopyrightCOPYRIGHT 2004 BNP Media. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Independent food wholesaler and distributor White Rose Food, Carteret, N.J., is in the midst of redesigning and relaunching its entire 1,100-SKU line of private label products, a move that according to Howard Rakowsky, White Rose's vice president of grocery purchasing, was long overdue. "A good rule of thumb is that a brand should update its packaging every five to seven years," he says. "Not only had it been about ten years since we looked at our product design, but we have been expanding beyond our New York City base into the suburbs as well as into New England, Baltimore and Washington, D.C., and so the timing was right."
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