John Paul

John Paul

Vice President, Private Brands

As vice president, private brands, John Paul oversees SpartanNash’s full portfolio of private brands, including Our Family®, one of the longest established private brands in the country; Open Acres; Nash’s Coffee; and Stoked Pizza.

During his 20-year tenure with the company, Paul has been a key part of the partnership with the Defense Commissary Agency, which selected SpartanNash to exclusively bring private label products to U.S. military commissaries for the first time in its history. He also helped lead efforts to transition the company exclusively to the Our Family brand, delivering the largest variety of quality private brand products from any distribution center, to any customer.

Previously, Paul was instrumental in developing Genuardi Markets’ category management program and managed the family-owned chain’s private brands program, utilizing training from the Wharton School of Business.

Paul also gained experience with Super Rite Foods/Rich Foods, holding roles in sales, merchandising and procurement with the wholesaler. He began his career in the grocery business at Acme Markets.

Paul holds his bachelor’s degree from Penn State University.

Session Information

Panel Discussion
Igniting the Millennial Consumer’s Passion for Private Brands
Session Location TBD

According to the U.S. Chamber of Commerce, millennials have more than $200 billion in direct spending power and upwards of another $400 billion via indirect influence. How retailers leverage private brands’ attributes, to a segment less motivated by name brands than previous generations, will define the standards and tactics for the future. A panel of industry experts will discuss the impact of this spending power and influence and explore ways companies are igniting passion for their brands with these savvy shoppers.
• Value: Millennials seek more value than price alone. Quality, healthier ingredients, and social impact are all key value components for this segment.
• Product Innovation: Convenience solutions, diverse taste profiles, and market trends are important components to today’s private label program.
• Connectivity and transparency: Accessibility for brand and product information and 1:1 feedback to consumer questions via social media and other channels are critical.