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Private Label Deli Programs for Independent Grocers
Independent grocers compete with chains that have their own store brands in every aisle. A private label deli program gives you the same advantage at the counter, with your name on products good enough to set you apart.
The independent grocer's problem
Your customers can buy the same national brand turkey at the chain down the road, often for less. When your deli case looks like everyone else's, price is the only thing left to compete on, and that is a fight a chain usually wins. Chains know this, which is why so many of them have built store brands of their own.
What an independent store has is a name people trust in their neighborhood. A private label deli program puts that name on the products your customers buy every week, and gives them something they cannot get anywhere else.
What a Longview program gives you
- Your store's name on the product. Deli meats, cheeses and salads carry your label, not ours.
- A full counter, not a single item. Turkey and chicken, hams, USDA Choice roast beef, corned beef and pastrami, salami and prosciutto, cheeses, salads and cream cheeses, so the whole case can be your brand. See the full product line.
- Quality you can stand behind. Products are produced in HACCP-certified processing facilities, and the line includes premium items such as Just Turkey (No Pump) and Oven Roasted (No Pump) roast beef.
- Custom where it counts. Longview can customize any product or a full line to meet your needs.
- Experience at your size. Longview Trading has spent over 25 years building private label programs for retailers ranging from high end stores with as few as two locations to some of the nation's largest chains.
Why it matters for loyalty and margin
A national brand builds loyalty to the brand. Your private label builds loyalty to your store. When a customer's favorite turkey only exists at your counter, they come back to you for it. Store brands also give you more control over pricing and margin than reselling a brand everyone else carries. For more on how retailers think about this, see our guide to private label deli margins.
What the deli manager will notice
Your deli manager cares about what sells, what slices well and what customers ask for. A good program starts with the items already moving at your counter, so the switch feels like an upgrade rather than a change customers have to get used to. Consistent labeling across meats, cheeses and salads also makes the case easier to shop and easier to sign.
A simple way to start
- List your top sellers by category: turkey, ham, roast beef, cheese, salads.
- Choose a core lineup to put under your label first, usually one everyday and one premium item per category.
- Decide how you want your label to look across the counter.
- Launch with sampling and clear signage so regulars try the new store brand.
Our guide to launching a private label deli line walks through each step, and how it works explains what Longview handles.
Next step
Tell us how many stores you run and what your deli counter sells today. Request a private label quote and we will suggest a starting program sized to your stores.
Common questions
Is private label only for big chains?
No. Longview has built programs for high end retailers with as few as two locations as well as some of the nation's largest chains. A program can be sized to your stores.
What should an independent grocer put under its own label first?
Usually the items you sell every day: an oven browned turkey, a classic ham, an everyday roast beef and the slicing cheeses. You can add premium items and salads once the core is working.
How do minimums work for a smaller store?
Minimums depend on the products and your volume. We will confirm minimums, timing and pricing for your program when we talk.
Can I keep some national brands in the case?
Yes. Many stores run private label alongside a few national brands. The goal is to give your own label the items customers buy most often.