PRIVATE-LABEL COMPANIES MARKET TO PATRIOTISM

SARAH MULHOLLAND

NEW ORLEANS -- Some members of the private-label industry are taking a chance on patriotism in the wake of the Sept. 11 terrorist attacks.

Hot Concepts -- a private-label manufacturer here -- began shipping its "Light of Liberty" hot sauce to specialty retailers nationwide in late September. All proceeds will be donated to the September 11th Fund and the Twin Towers Fund, assisting the families of those lost in the tragedy.

The red pepper hot sauce bears a label featuring a flag, the Statue of Liberty and the words, "The light of liberty burns eternally in the heart of every American."

The product's initial rollout was aimed primarily at smaller gourmet and specialty shops, according to Amanda Aldridge, a spokeswoman for Trumpet Advertising, the firm representing Hot Concepts. However, the company plans to take the product to the mainstream market, given sufficient demand.

In addition, D'Agostino Supermarkets, Larchmont, N.Y., will be introducing its own brand of tortilla chips made from red, white and blue corn chips, according to Michael Albert, private-label manager and special project director for the chain. The entry will raise money for the World Trade Center disaster victim's fund.

"We're going to continue to help in any way we can," he said.

While altruism and patriotic fervor are running high, some caution manufacturers and retailers to approach this with discretion and extreme sensitivity. The danger of appearing to ride the tide of a morbid marketing ploy is a risk that many of the larger national brands are not wiling to run at this point.

Gene Grabowski, a spokesman for the Grocery Manufacturers of America, Washington, said that many GMA members are showing their support through more traditional means, such as scholarships, monetary donations and product donations to the WTC's Ground Zero in New York.

There have been some ideas circulating regarding specially produced and marketed products, he said, but for now, larger companies are cautious and noncommittal.

"Some regional brands and private-label brands will try this first," he said. "They may be trying to break out and there is a bit less risk for the brand if it backfires."

Ron Amstutz, a buyer for Buehler Foods, Wooster, Ohio, clarified the retailer's delicate quandary.

"One of the real negatives for something like this is that if something goes wrong with the promotion, people don't blame Joe's hot sauce, they blame Buehler's," he said.

According to Amstutz, the chain has no plans for picking up any additional products at this point. If that position changed, it would most likely be in conjunction with a local company, he said.

"For instance, we are located very close to Smuckers," said Amstutz. "It would mean a lot if the local people could recognize the product."