Tom Stephens embodies a life-long dedication to private label, harking back to his native South Africa, where he led a transition for the Woolworths chain to 100% private brands. Joining Loblaw’s legendary David Nichol and the trailblazing team behind President’s Choice in Canada, Tom became the evangelist who marketed the concept of premium private label to supermarket chains throughout the U.S.With his own company, Brand Strategy Consultants, he has been a tireless advocate for store brands, advising retailers and suppliers on five continents.