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Ahold Delhaize Seeks Diverse Private-Label Suppliers

Incubator program from Ahold's Peapod Digital Labs looks to expand supplier diversity specifically within private brands
Peapod Digital Labs
Photograph courtesy of Peapod Digital Labs

Chicago-based Peapod Digital Labs, the digital and e-commerce specialist for Ahold Delhaize USA, said it's launching an incubator program to increase diversity within Ahold Delhaize's roster of private-label suppliers in the U.S.

The two-and-a-half-month incubator program seeks to “develop new, exceptional quality, private-labeled products in partnership with certified, diverse-owned suppliers,” according to a news release from Peapod Digital Labs, which serves as the innovation lab for Ahold Delhaize's Eastern U.S. banners Food Lion, Giant Food, The Giant Co., Hannaford and Stop & Shop. Suppliers selected to participate in the program will learn about Ahold Delhaize USA's private-brand structure and goals from the PDL Private Brands team.

Participants also will receive guidance from subject-matter experts and will be paired with a mentor who will help them prepare a final product pitch. A product recommendations presentation will take place at PDL’s Innovation Center in Rhode Island in November during a livestreamed event.

“Through this program, we’re hoping to identify a select number of innovative food and beverage manufacturing companies with products made from high-quality, distinctive ingredients or healthy options that will appeal to the widely diverse customers of the brands of Ahold Delhaize USA,” said Peapod Digital Labs' Ian Prisuta, SVP of private brands, in a statement. "I'm confident there are suppliers that we haven’t engaged with yet that would be a valuable addition to our private brand portfolio, and the entire Private Brands team is excited for the opportunity to develop new relationships with those businesses," he stated.

In January, Peapod Digital Labs announced it was working with online platform ECRM RangeMe to expand its lineup of diverse suppliers and would host quarterly virtual events for potential new suppliers to meet with Ahold Delhaize USA merchants. The newly announced incubator program focuses specifically on private label suppliers.

Applications are being accepted through August 5 from vendors that don't currently supply private-label products to any Ahold Delhaize USA banner. More information is available at



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