Own Brand Development

Prior to the formation of Mark Lewis Food and Wine Ltd. I worked with the U.S. retailer Whole Foods Market. With the Own Brand team I developed the ‘Everyday Value’ product range, for the UK opening of the first UK store in Kensington, London.

Working under the leadership of the U.S. team in Austin Texas, 300 products were targeted for the opening and 75% of these were organic.

The key goal of the project was target pricing and although volume requirements were relatively good, they were minimal in comparison to other retailers, so negotiating cost prices to return a good margin and match competitor’s prices was challenging. The team was successful and the competitive pricing proved to be very important to the Whole Foods customers basket spend.

Development projects included Fresh Milk, Bacon, Sausages, Condiments, Tinned Soup, Maple Syrup, many other food products and a selection of Whole Foods Market entry level Wines.

www.wholefoods.com