ROSEMONT, Ill. — Starting this week, the Private Label Manufacturers Association (PLMA) is introducing attendees and exhibitors to several of the country’s leading retailers and wholesalers through a virtual event series leading up to its 2025 Annual Private Label Trade Show, set for Nov. 16-18 at the Donald E. Stephens Convention Center.
During PLMA’s “Meet the Retailers” and “Meet the Wholesalers” webinars, speakers will discuss their store brand philosophies, goals and plans for the show. The four upcoming sessions, geared to food and non-food suppliers, will feature Emily Detwiler, Vice President of Private Brands at Associated Wholesale Grocers; Morgan Drummond, Senior Director of Private Label and Madeline Lubowitz, Product Development Manager at Misfits Market; Brianna Waldoch, Senior Director of Owned Brand at Thrive Market; and Mark Gilliand, Senior Director of Private Brands at C&S Wholesale Grocers.
PLMA President Peggy Davies calls the virtual event series “a linchpin strategy to promote the show.”
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“Because store brands is a unique industry, we want to give the principals every advantage before they set foot on the show floor,” Davies said. “These virtual events have become a favorite for suppliers to understand what buyers are looking for when they walk the show floor. Last year’s consumer trends and wine and spirits programs were met with great enthusiasm, and this year we included a self-care, beauty and wellness session to spotlight a growing category that has a special section on the show floor.”
The virtual events are not only popular with exhibitors, but have become a marketing tool to recruit new ones.
“They value the opportunity to gain direct insights from retailers and wholesalers ahead of the show, which helps them prepare more strategically for business discussions. The sessions have also proven valuable for prospective exhibitors, offering a better understanding of the industry, category trends and market opportunities,” Davies explained.
It’s important to cut through all the promotional noise in this industry and offer something truly useful, Davies says.
“We work hard to deliver show participants real value, not just promotions,” Davies added. “Through our social media, PLMALive! video features and e-Scanner newsletter, we share stories, updates and insights that we believe matter to exhibitors and visitors. We put a lot of energy into creating relevant advertising campaigns and limit our direct mail to very targeted audiences.”
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