Jeff Needham served 36 years as Executive Vice President of Perrigo, where he’s been credited with driving store brands shares from 5% to 30+% across various OTC categories. He championed store brands OTC education programs in the market with retailers to expedite knowledge and growth. He developed the "Perrigo Advantage" to distinguish added value. He has supported Perrigo's industry involvement as one of the founding companies of PLMA and his Chairmanship on the Board of Directors of the Consumer Healthcare Products Association (CHPA) was a first for a private label company.