5 Modern Day Imperatives for Private Brands

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

Driving Local Business and Community Growth Across West Virginia

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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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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.

In every business process there are several imperatives that move the needle in a positive direction. At the conference this week, I walked attendees through five key imperatives that have been identified through our private brand research supported by the FMI Private Brand Leadership Council’s guidance. Here they are.

<p>By Doug Baker, Vice President, Industry Relations - Private Brands, Technology, Food Marketing Institute<br /> <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/check-out/20151208-fmi-184r-web.tmb-large-350-.jpg?sfvrsn=88bd9a6f_2" data-displaymode="Thumbnail" alt="20151208-FMI-184r-WEB" title="20151208-FMI-184r-WEB" style="float: right; margin: 10px;" /></p> <p>Last week I attended and spoke at <a href="https://mpbvelocity.com/">My Private Brand’s Velocity Conference</a> in Charlotte, North Carolina. The experience reminded me of a blog post I authored just last fall talking about how the FMI Private Brand Leadership Council is bringing about change within private brands—from what we would consider a simple transition in nomenclature, from <a href="https://www.fmi.org/blog/view/fmi-blog/2018/10/04/from-private-label-to-private-brand">private label to private brand</a>, to the more complex transition of changing how trading partners collaborate to drive more innovation.</p> <p>In every business process there are several imperatives that move the needle in a positive direction. At the conference this week, I walked attendees through five key imperatives that have been identified through <a href="https://www.fmi.org/industry-topics/private-brands">our private brand research</a> supported by the FMI Private Brand Leadership Council’s guidance. Here they are:</p> <h4>1. Stay Ahead of Key Trends with Data</h4> <p>With a more aware and active consumer, the breadth of trend metrics a brand owner must consider continues to grow.</p> <h4>2. Private Brands Are About More Than Lower Cost</h4> <p>Just a short time ago, the north star for some private brand programs was to laser focus on what the leading manufacturer brands were doing and build a lower cost option. Today, that north star has been displaced by several consumer influencers.</p> <h4>3. Transparency Is One of These Consumer Influencers</h4> <p>Shoppers want to know where their food comes from, and a transparent supply chain has never been more desirable. Options like <a href="http://www.smartlabel.org/">SmartLabel®</a> help shoppers make informed decisions about products they are considering.  </p> <h4>4. Health and Well-Being and Social Issues Matter Too</h4> <p>From the use of food to positively influence health and well-being, to social issues driving environmental decisions on how we manufacture and how we package products, shoppers are choosing products that help them eat well, shop well and live better.</p> <h4>5. Trading Partner Collaboration is Essential</h4> <p>The final imperative, which will either aide success or secure failure for some private brands, is how trading partners must change the collaboration model to better meet the many metrics and demands facing private brands today.</p> <p>To learn more about FMI’s Private Brands Leadership Council join us in Arlington, VA, September 26 – 27, 2019 for our <a href="https://www.fmi.org/private-brands-dc-summit">Private Brands D.C. Summit</a> and download <a href="https://www.fmi.org/industry-topics/private-brands">our private brands research online</a>. </p>

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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.