Pandemic Drives New 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.

It’s always nice to be appreciated and appreciation for private brands has only grown during the COVID-19 crisis. They have been able to meet consumer needs when many manufacturer brands were out of stock at retail.

<p>By: Doug Baker, Vice President, Industry Relations, FMI </p> <p> </p> <div class="mg-image--circular" style="float: right; margin: 10px;"><img src="https://www.fmi.org/images/default-source/photos-for-staff-use/private-brands/shutterstock_1382315081_web.tmb-large-350-.jpg?sfvrsn=f1e2536e_1" data-displaymode="Thumbnail" alt="shutterstock_1382315081_web" title="Private Brand PB" /></div> It’s always nice to be appreciated and appreciation for private brands has only grown during the COVID-19 crisis. They have been able to meet consumer needs when many manufacturer brands were out of stock at retail.<br /> <br /> <p> </p> <p>FMI’s <em><a href="http://www.fmi.org/grocerytrends">U.S. Grocery Shoppers Trends</a></em> research shows that many consumers liked what they tried and expect to come back to private brands in the future. </p> <p>However, nothing is guaranteed. The pandemic opened a door for private brands to further serve consumer needs, but the industry has a lot of work ahead to build momentum, create new roadmaps, and make private brands the long-term favorite choice for many categories and products.</p> <h5><strong>Prioritizing Key Investments and Consumer Needs </strong></h5> <p>This will be a key focus of the 2020 FMI <em>Power of Private Brands</em> research, which will be unveiled at FMI’s <a href="https://www.fmi.org/private-brands-dc-summit">Private Brands Summit + Business Conference Suites</a>, scheduled for September 29 to October 1. It will be held virtually this year over three days. Each day will include thought leadership, interactive roundtables, and trading partner meetings. </p> <p>The private brands research will help define industry imperatives by answering key questions, such as the following:</p> <ul> <li>What is the future growth trajectory for private brands in the pandemic’s wake?</li> <li>What are the biggest opportunities to serve the needs of changing consumers?</li> <li>Which investments does the industry plan to prioritize for the next few years, from branding to ecommerce?</li> <li>What is the outlook for product innovation at a time when some retailers are streamlining assortments? </li> <li>How will price and value strategies play out in this recessionary environment?</li> </ul> <h5><strong>Illuminating Strategies from C-Suite to Store</strong></h5> <p>This year’s research brings additional value by relaying perspectives from different types of industry stakeholders. It will explore how the C-suite is prioritizing private brands now. It will identify the top strategies for marketing and merchandising executives, and avenues for store managers to help turn associates into private brand ambassadors. </p> <p>While the research is still in progress, the early findings show the industry recognizes the importance of taking highly proactive stances during this unprecedented time. That’s a positive sign and needs to play out in a range of areas, from consumer-facing strategies to supply chain initiatives. </p> <h5><strong>Driving Momentum Through Industry Engagement</strong></h5> <p>I believe one of the big imperatives will be improving retailer-supplier engagement. The context of COVID-19 has made engagement essential. Executives don’t want to be caught trying to first build relationships during a crisis. This work needs to be done throughout the year.  </p> <p>This year’s Summit is on target for that need. It will support relationship building through interactive roundtables on a range of highly relevant topics and private 45-minute business appointments between trading partners. FMI’s virtual platform will make this seamless and engaging. </p> <p>I hope you’ll participate in the <a href="https://www.fmi.org/private-brands-dc-summit">Private Brands Summit</a> this year. In fact, we hope you’ll be part of the FMI private brands community all year round as the industry faces its biggest hurdles and opportunities. <br /> <br /> <a href="https://www.fmi.org/private-brands-dc-summit" class="button">Join Us at the Private Brands Summit</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.