Private Label

Every store is challenged with the task of developing and maintaining a unique identity. Each store is, in fact, its own brand in the marketplace. A store's name, location, physical appearance, design decor, personnel and management philosophy, pricing, advertising and merchandising, and product offering are the elements forming its identity.

A key ingredient for independents is Shurfine, the highly acclaimed private label store brand program. Once confined to the grocery aisle, today’s comprehensive Shurfine program includes products in virtually every department of the store.

The quality and value of Shurfine products are unrivaled. Satisfaction is assured with a double-your-money-back guarantee retailers are encouraged to promote. Once sampled, consumers consistently cite a preference for Shurfine product when it comes to eye appeal, taste and value. For Independent Retail Grocers, Shurfine is a major contributor to customer satisfaction and competitive positioning in the marketplace.

AG New England also features the Natural Directions line of organics. Natural Directions is an exciting offering of healthy, organic and earth-friendly food choices. The Natural Directions label includes a wide variety of items throughout the store. With eye-catching packaging, the quality and all-natural theme of this product is particularly appealing to today's growing number of health- and environment-conscious consumers.