Private Label Deli for Specialty and Gourmet Markets

Quality is your brand

Customers come to a specialty market because they trust its taste. They expect the turkey to be better than the supermarket's and the prosciutto to be worth the trip. If your deli case is full of the same national brands they can buy anywhere, it quietly undercuts the reason they chose you.

A private label program lets your deli say what the rest of your store already says: these are products we chose and stand behind, with our name on them.

Premium items from the Longview line

• Just Turkey (No Pump), for customers who read labels. See turkey and chicken.
• USDA Choice roast beefs, including Oven Roasted (No Pump), Italian and Kobe-style. See roast beef.
• All-Natural Air Dried Prosciutto, Genoa Salame and slicing Sopressata. See salami and prosciutto.
• Organic cheeses alongside American, Swiss, Muenster, Provolone and Mozzarella. See deli cheeses.
• Classics such as Black Forest and Off the Bone ham, and salads like Shrimp and German Potato.

Products are produced in HACCP-certified processing facilities, and Longview can customize any product or a full line.

Built for smaller footprints

Specialty markets are often one to a handful of stores. Longview has built private label programs for high end retailers with as few as two locations, so a program does not have to be sized for a chain. The right start is usually a short list of premium items where your name will make the biggest impression, rather than the whole counter at once.

Presenting a premium store brand

• Design a label that matches the look of your store, so the deli feels like part of the same experience.
• Tell the story on the case tag: "No Pump," "USDA Choice," "All-Natural Air Dried." Specific words sell premium products.
• Build signature items: a house Italian combo, a prosciutto and mozzarella plate, a roast beef sandwich with your name on it.
• Use your private label items in catering and gift boards so they travel beyond your store.

How a specialty program usually grows

Many specialty markets start with the items where quality is most visible: a premium turkey, a USDA Choice roast beef and the Italian meats. Once customers know the label, it becomes easier to add cheeses, salads and spreads under the same name, until the counter reads as one curated store brand. Starting focused also lets your deli team learn the products and talk about them with confidence, which matters in a store where customers ask questions before they buy.

Our guide to launching a private label deli line covers the steps in more detail.

Your staff is part of the brand

In a specialty market, customers ask the person behind the counter what to try. Give your team a short tasting of the private label items and the words to describe them, such as no pump, USDA Choice and air dried, and they will sell the store brand better than any sign.

Next step

Tell us about your store, your customers and the deli items you want to own. Request a private label quote and we will suggest a premium lineup for your market. You can also read how a program works.