Store brands are ubiquitous. Of 179 food categories, store brand sales are recorded in 175, or 98%. In 138 non-food categories sales appear in 132, or 96%. Chances are good you have a store brand product right now in your pantry, refrigerator or garage. Most importantly to you, the store brands industry is growing fast and represents an opportunity for careers in scores of positions in retail, manufacturing, and marketing.
So, where do you go to learn more about this quarter trillion-dollar industry? PLMA's University Outreach program, now in its fifth year, offers a curriculum that includes college-level courses on store brands development and marketing in the U.S. and internationally, the role of store brand manufacturers and of the chains who sell them, and consumer retail psychology, and includes a directed tour of nearby stores with superlative private brand programs.
What makes the University Outreach program so unique is the mentorship phase, which connects each enrolled student one on one with an exhibiting manufacturer for a part of the day as well as an opportunity to shadow a buyer for a period of time as strategic business conversations are conducted. Here's what a student participant and a college advisor recently said about the University Outreach program.
“Overall, I thought it was a very informative experience. I went into it without knowing much about private label. I did not understand how large the event would be..as well as how they sell their products. It was cool to see that they also buy products from many sources which as a consumer you do not always understand. Finally, I really enjoyed learning how and why the quality of private label is higher and will take that into consideration when shopping.”
“The University Outreach program has always been the most coveted experience for my students. Several have described it as 'transformative.' It has served to help them find their passion and even embark on a career path. My University Outreach graduates were subsequently hired by great companies like Clorox, Rich Products, Rosina, Wegmans and Tops just to name a few, and that's the ultimate goal of the program."