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RETAIL SEARCH FOR PRIVATE-LABEL PERISHABLES ENDS AT PLMA SHOW

NEW YORK (FNS) -- The Private Label Manufacturers Association here is striving to streamline sourcing of fresh-food private-label items by boosting the profile of its Perishables Pavilion -- a reserved area found at the association's annual convention and exposition in Rosemont, Ill., and held this year Nov. 11 to 14. Now in its third year, the section has grown steadily from an initial 118 exhibitors

NEW YORK (FNS) -- The Private Label Manufacturers Association here is striving to streamline sourcing of fresh-food private-label items by boosting the profile of its Perishables Pavilion -- a reserved area found at the association's annual convention and exposition in Rosemont, Ill., and held this year Nov. 11 to 14. Now in its third year, the section has grown steadily from an initial 118 exhibitors to more than 150 anticipated for this November's show.

perishables were ripe for domestic development, spurred the focus on bakery, produce, ready meals, meat and seafood.

"There has been a change in the lifestyles of consumers worldwide, which I believe is behind the retail interest in perishable private label," said Sharoff. "Consumers are no longer interested in buying a set of ingredients. They are looking for convenience items and this is just as true of the perishables departments as the center of the store. They are looking for assembling ingredients and they are looking for more healthful foods. Retailers want to provide for these needs and on that basis PLMA launched Perishable Pavilions in the Amsterdam and U.S. shows."

Retailers are also seeing first hand how European-owned, American-based chains are putting private label to work in their fresh-foods departments.

"Private label has been very effective on the perishable side in our own markets as European methods are being brought here," said Sharoff.

With these retail movements afoot the association initially hosted a 120-unit presentation in the United States in 1999 that has blossomed to 150 units for the upcoming exposition. The produce and seafood categories are experiencing the greatest increases because of the enhancements of value-added products. The association's European presentation is slightly larger.

"Perishables have not previously been a branded area, yet it is an area retailers have identified as very profitable, particularly with value-added items," said Sharoff. "Retailers have told us that they don't want to travel to many shows a year to find private-label items. They want to come to one show to find vendors that specialize in private label."

The Perishables Pavilion concept has been very successful, he noted, attracting manufacturers, growers, processors and producers that specialize in store brands. This presence has, in turn, spurred retail participation. In addition, the association hosts seminars on the topic and positions the Perishables Pavilion adjacent to the specialty food and the international food pavilions on the show floor.

"Perishables are not areas where national brands are operating efficiently or at their best," said Sharoff. "What is needed are strong regional and specialty vendors that can meet the challenges of distribution and the fast shelf turns perishable products require. Often these sorts of companies can be elusive when retailers seek to expand their store-brand assortment. We try to bring everything together."