Where to go next PLMA? – exclusive interview with the new president of PLMA

Peggy Davies has been named as acting president of the Private Label Manufacturers Association (PLMA). Her predecessor, the highly respected iconic figure and veteran of the private label industry Brian Sharoff, held this position for nearly 40 years, dying on May 23 after a brief illness.

“For four decades, Brian was the face of PLMA,” Lisa Manzoline, PLMA chairman and director of sales for Reynolds Consumer Products, said in a statement. “It is now our responsibility to focus on the future. As the board of directors, we understand this is a difficult and challenging time for many different reasons. We have full confidence that Peggy Davies will be a capable and dynamic leader of PLMA at this crucial juncture — one who is familiar with our member base and the unique challenges we face for the remainder of 2020 and into 2021.”

Q: What is your history with PLMA?

A: Nearly all my professional career was spent as a senior sales leader for two major U.S. manufacturers who produced a wide range of private brand products. The first PLMA show I attended was in 1989 when the association was only 10 years old. From the early 1990s through 2015, I served on the PLMA board of directors and in 2003-2004 I was elected chairman of the board –the first female to serve in that role. In 2016, I joined the staff of PLMA as VP Association Relations, in which capacity I led several new initiatives and also worked in the development and presentation of both the Amsterdam and Chicago trade shows, among other programs and events.

Q: How can you use your previous professional experience in this new role?

A: My first-hand knowledge as a manufacturer member of PLMA, coupled with my experience partnering with retailers and wholesalers, brings a unique perspective to the position. In 2012, I was the prime mover behind the creation of a unique non-profit organization, Women Impacting Storebrand Excellence (WISE). In a few short years, WISE has become the champion of professional development of women in our industry and has also fostered greater diversity and inclusion in companies across all our business.

Q: What are your plans concerning short-mid-long term strategy of PLMA?

A: Given this is the end of my first 2nd month in the position, and our immediate global requirement is to keep all safe and healthy through social distancing, the team’s short term goal is to successfully implement two virtual programs (one in the US and one in the Netherlands) and our two flagship trade shows. Mid-and long-term strategies are in the works, stay tuned there is more to come.

Q: Will you continue the expansion to other continents?

A: PLMA expands as private label expands. We continually monitor retail development, own label market share and consumer trends in national markets around the world as a precursor to taking more definitive steps. I will say, however, that we are seeing private label entering its important first phase in many countries and regions that would be new for us.

Q: Will you continue to add new features, new formats of communication (like podcast)?

A: Our video programs are both industry-facing and consumer facing. They do an outstanding job in informing and educating the various players in our business and — most importantly – in better acquainting consumers about the brands and offerings in their favorite stores.

Q: Do you plan new events, conferences on- and offline (like webinars, round table discussions).

A: In June, for our annual US Executive Education program, held in conjunction with St. Joseph’s University, we hosted a two-day virtual conference which consumed two hours each day. For the balance of 2020, in October, in the US, our Annual Washington Conference will be held virtually. The topics we expect to cover will be on trend to our members’ needs for information on supply chain, government regulations and, of course, insight into the presidential election, which will be a month from this conference. At the end of October, our International Council Executive Education program, will be held in conjunction with Nyenrode University; planning for the curriculum is now underway. In the first quarter of 2021, the International Council Roundtable conference will be held in Geneva and the US Annual Meeting and Leadership conference is set for Orlando, Florida.

Q: How do you see the future of Private Label? What are the main challenges and opportunities?

A: Well, as bright as the shining sun.  In the U.S., for example, these past few months have seen a tremendous sales increase in store brand products across a wide swath of food and non-food categories.  In many cases, store brand products were in an in-stock position more frequently than the A brands.  Taken together, private label represents the single largest brand virtually in every retailer in the U.S. — about $136B annually across all outlets combined, according to Nielsen. Comparable sales data for the international markets is not yet available, but I am aware of anecdotal evidence that shows similar private label share gains are occurring in many of those countries, as well. Following this surge, our opportunity now is clearly to keep focused on educating the consumer to recognize the superior quality, outstanding variety and value of our brands so that those shoppers new to private label will stay with private label.

Q: What else would you like to add to the introduction?

A: Brian Sharoff’s legacy of opportunistically capitalizing on new avenues for store brands market share growth, his insight, vision and his passion for the industry and for people are our guiding principles. The PLMA staff and I strive every day to live up to Brian’s very high standards.  Those of us who knew Brian personally and professionally learned from a master. We benefited from his wide-ranging interests, intuition, and thirst to explore and develop the next opportunity.