Military Commissaries will begin to sell Private Label Products under two new brand names- Freedom’s Choice for Food related products and Homebase for non-food items. The initial roll out is slated to feature an assortment of about 400 items available in commissaries worldwide beginning in May 2017. The new Private Label products will continue to grow to about 1,000 items by the end of 2017.
The idea of Military commissaries carrying Private Label products was originally proposed in the 1990’s under the banner of Always Home.
SpartanNash MDV will supply and distribute the products. The Boston Consulting Group assisted in developing this Private Label Program.
Military Commissaries have previously stocked nationally branded products which were sold at cost plus a 5% fee to cover the commissary operations. Annual sales in 2016 were over $5.3 Billion.
As part of the introduction of Private Label products the commissaries will reduce the number of brand name products carried to make shelf space the their private label items. Also existing brand name products have been asked to reduce their prices to the commissary system which will implement a variable price system allowing them to generate operating profits from the sale of those items.
About Military Commissaries
There are 238 commissaries operating in the United States, Japan, South Korea, Germany, United Kingdom, Belgium, Spain, Italy, Turkey, Saudi Arabia, Egypt, Portugal, the Netherlands, and two U.S. territories (Guam and Puerto Rico). Alaska and overseas stores receive goods via DeCA’s 9 central distribution centers in Europe, the Pacific and Alaska, and a central meat processing plant in Germany.
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