ROSEMONT, Ill. -- There was no "hush-hush" in the Rosemont Convention Center outside of Chicago as manufacturers of store-brand foods, nonfoods and services gathered for the annual convention and exposition of the Private Label Manufacturers Association. Thousands of attendees found new products and line extensions designed to help retailers further improve their private-label strategies. The 2004 PLMA show also picked up on the importance of ideas with the introduction of a new PLMA Idea Supermarket, where attendees could glimpse what retailers from across the United States and around the world are doing with their private-label programs. The exhibit showcased offerings from supermarket, drug store and mass merchandise retailers that included Albertsons, Aldi, Harris Teeter, Kroger, Safeway, Save-A-Lot, Shop Rite, Stop & Shop, Target, Trader Joe's, Wal-Mart Stores, Wegmans and Whole Foods. The three-day event was capped off with the annual "Salute to Excellence" Awards, this year honoring Aldi, Wal-Mart, Super Store Industries and Duane Reade.