4 Resources to Help Your Private Brands Strategy

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

Our Purpose and Commitment

OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Join a Community that Champions, Connects, and Elevates!

Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

According to the 2017 U.S. Grocery Shopper Trends report, three-fourths of grocery shoppers say they choose private brands at least some of the time they shop, and almost half choose private brands on a regular basis.

By: Doug Baker, Vice President Industry Relations – Private Brands, Technology, Loss Prevention, Food Marketing Institute<img src="https://www.fmi.org/images/default-source/photos-for-staff-use/deli/20151208-fmi-169r-web.tmb-large-350-.jpg?sfvrsn=51b29a6f_1" data-displaymode="Thumbnail" alt="20151208-FMI-169r-WEB" title="20151208-FMI-169r-WEB" style="float: right; margin: 10px;" /> According to the <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">2017 U.S. Grocery Shopper Trends</a> report, three-fourths of grocery shoppers say they choose private brands at least some of the time they shop, and almost half choose private brands on a regular basis. The top categories shoppers regularly purchase for private brands include fresh produce (64 percent), milk or non-dairy substitutes (64 percent), fresh bakery items (63 percent), fresh meats and seafood (59 percent) and refrigerated dairy foods (58 percent). According to the <a href="https://www.fmi.org/our-research/research-reports/food-retailing-industry-speaks">2016 Food Retailing Industry Speaks</a> report, private brands ranked as the top strategy retailers use to differentiate themselves, but realizing the true power of private brands takes creativity, insight and innovation. To help food retailers better meet shopper’s private brand needs, our <a href="https://www.fmi.org/members_only/committee/CommitteeForm/view?id=4D407000004DC">Private Brand Leadership Council</a> sponsored the <a href="https://www.fmi.org/industry-topics/private-brands">Power of Private Brands</a> and recently brought the research to life in a <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/-in-category/categories/global/private-brands-global">four part webinar series</a> with host and moderator <a href="http://www.storebrands.com/" target="_blank">Store Brands</a>. The research and webinar series focused on four topical areas including: <ol> <li>A look at the <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/03/29/power-of-private-brands-looking-deeper-for-answers">implications of sales data across tiers and categories</a>; </li> <li>A look at the <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/03/20/power-of-private-brands-understanding-disruption">private label consumer based</a> on a national survey and analysis of social media use; </li> <li>A <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/05/17/power-of-private-brands-new-partner-perspectives">conversation with industry stakeholders</a> to gain a perspective of attitudes and performance; and </li> <li>A look at <a href="https://www.fmi.org/events-education/webinars/webinar-recordings/view/webinar-recordings-public/2017/06/21/power-of-private-brands-bringing-scale-to-personalization">forces shaping global retailing</a> and how private brands have a unique opportunity with changing consumer demands.</li> </ol> Highlights from the webinars included: <ul> <li>Private brand sales were hampered in 2016 by deflation and a decline in shopper trips;</li> <li>Organic is a top growing segment within private brands;</li> <li>Consumer perception of private brands appears to be focused on individual products rather than the brand as a whole;</li> <li>Capital investment continues to be an obstacle to innovation; and </li> <li>Personalization is the way to bring scale and loyalty to private brands.</li> </ul> The research and webinars were so well received the Private Brands Leadership Council and research partners are already working on the second edition of the Power of Private Brands, which will allow stakeholders to start measuring performance against the intel and recommendations. For your copy of the Power of Private Brands and additional resources, visit <a href="https://www.fmi.org/industry-topics/private-brands">FMI.org/PrivateBrands</a> and check out the <a href="https://www.fmi.org/events-education/webinars">webinar recordings archived online</a>.  If you want to dig even deeper, consider attending the <a href="https://www.fmi.org/private-brands-summit">Private Brands D.C. Summit</a> this fall where we’ll discuss and address key influences from government and consumer demand changing the private brand retail landscape.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.