Q&A Interview with Peggy Davies, President of the Private Label Manufacturers Association

Tell us how your career path led you to join PLMA? 

I’m proud to have been part of the private brand industry for more than 40 years.

I joined PLMA in 2016 as Vice President of Association Relations, after having served on the PLMA Board of Directors beginning in the early 1990s. Over the course of two terms, I chaired or participated in the Strategic Goals, Program & Events, Trade Relations, and Communications Committees and was elected Board Chairman for two terms in 2003 & 2004. 

I was appointed President in June 2020 following the passing of longtime President Brian Sharoff.

Before joining PLMA, I worked at Daymon Associates (1985–1989), where I helped build the private label program at Wegmans Supermarkets. I later joined Comstock Michigan Fruit/Agrilink/Birds Eye as Vice President of Private Label Sales. At McCain Foods USA (1999 to 2015) I was Vice President of Private Label Sales, then General Manager for the ingredient business.

In 2012, I founded Women Impacting Storebrand Excellence (WISE), a nonprofit organization promoting professional development, diversity, and inclusion within the store brand industry.

What differentiates the retailers who have successfully launched store brands and implemented programs to drive sales from retailers that are still gaining traction in their programs? 

Retailers are giving extra special attention to store brand merchandising and promotion. 

Store Brands Month is a month-long celebration to increase consumer attention to the positive attributes of store brands—including quality, value, consistency, uniqueness and innovation—across all product categories in all retail formats. This experience extends from brick-and-mortar stores to digital platforms, creating a valuable omnichannel experience.

The principal goal is to increase shopper trial of and loyalty to store brand foods, beverages and nonfoods.

What are some of the key factors that have driven this success?

Consumer demand for value and quality combined with retailer investment and social media influence in product innovation has propelled the store brand industry to new heights. 

Along with new and expanded private brand food lines, we’ve seen strong growth of Own Brand nonfoods, including paper goods, household products and general merchandise. 

Retailers have successfully elevated their store brand offerings through innovation, packaging, and sustainability to compete with national brands. Private labels are setting the pace, not just following. Consumers realize that store brands are smart alternatives to national brands. 

How do shows like the PLMA’s Private Label Trade Show unite the industry? 

PLMA’s trade shows are as unique as our industry. In general, a trade show is meant to bring together suppliers and their customers. In our case, because there is no other event of its kind here in the US, we believe it’s especially important for manufacturer members to present the latest trends and offerings of private brands to targeted visitors.

Who is your target audience on the tradeshow floor? How do you attract your target audience? 

We pride ourselves on the number of retail buyers who attend our Show and the diversity of the outlets they represent. We’re the only Show of our size and scope solely dedicated to store brands. PLMA’s Director of Retail Relations builds and maintains strong partnerships with retailers to keep PLMA closely connected with strategic leaders and their teams at major outlets. We also stay current on retail trends and outlets that show potential for creating an own brands program. We are active listeners to our membership and committees who are boots on the ground with their retail customers.

How do you ensure the appropriate retailers and manufacturers attend PLMA’s Private Label Trade Show? 

All of our exhibitors and visitors are verified to make sure they’re truly connected to the private label world, and the media who attend are trusted voices that report on what matters most to our market. The Show brings everyone together for great business discussions and networking both on and off the floor. What sets it apart is the quality of participation—that’s what keeps it so impactful year after year.

 How does PLMA work with other major industry organizations to unify and promote the private label segment and the companies that compete in this space?

We have on-going educational programs both online and in-person where we incorporate the voices of our members, retailers and other organizations that are allied with our industry to discuss issues and opportunities of mutual interest and concern.

Internationally, private label in the US is still a smaller share. How does the PLMA’s international presence assist in leading the segment into the future?

We live in a global society and today’s consumers are looking for authentic flavors and attributes when they shop. Our Show in Chicago has a dedicated will have 50+ country pavilions and 900 international suppliers. Exhibitors will represent 63 countries in Europe, Latin America and Asia. In 2025, we featured new global pavilions, including Mexico, Ecuador, the Netherlands, Flanders-Belgium and Jordan. This year will set a record for PLMA in terms of the international scope and influence in the industry. In terms of political and economic developments, the global landscape has shifted, however, it’s driven even more interest in PLMA and the industry.