Private Label Deli Programs for Supermarket Chains

The deli as a store-brand opportunity

Most supermarket chains already have a store brand in the center aisles. The deli is often where that brand is weakest, because counter products are sold by the pound under national names. That leaves one of the most visited departments in the store advertising someone else.

A private label deli program changes that. Your brand goes on the turkey, ham, roast beef and cheese customers buy every week, in every store, with the consistency your customers expect from your name.

What a Longview program covers

• The full counter. Turkey and chicken, a complete ham line including Lower Sodium, USDA Choice roast beefs, corned beef and pastrami, Genoa Salame, Sopressata and All-Natural Air Dried Prosciutto, American, Swiss, Muenster, Provolone and Mozzarella, organic cheeses, and a full set of deli salads and cream cheeses. See the product line.
• Customization. Longview can customize any product or a full line of deli products to meet your specific needs.
• Food safety. Products are produced in HACCP-certified processing facilities. Our guide on what HACCP means for deli buyers explains why that matters.
• Experience. Longview Trading has built private label deli programs for over 25 years, including for some of the nation's largest chains.

Thinking in tiers

Chains often get the most from a private label deli when it is planned in tiers, so the store brand covers both value-minded and premium shoppers:

Tier	Example items from the Longview line
Everyday	Oven Browned Turkey (Oven Gold), Deluxe Pear Shape ham, Oven Roasted roast beef, American cheese
Favorites	Black Forest and Virginia Baked & Glazed ham, Maple Turkey, Genoa Salame, Swiss and Provolone
Premium	Just Turkey (No Pump), Oven Roasted (No Pump) roast beef, Kobe-style roast beef, All-Natural Air Dried Prosciutto
Better-for-you	Lower Sodium ham, organic cheeses

Our guide to private label versus national brands in the deli covers how retailers balance the two.

Consistency across stores

For a chain, the store brand only works if a customer gets the same turkey in every location. A single program with defined products and a consistent label gives your deli teams one standard to slice, sign and sell, and gives your customers one brand to look for.

Questions your team should answer first

• Which deli categories carry the most volume across your stores, and which would gain the most from your brand?
• Do you want one store-brand tier at the counter, or separate everyday and premium tiers?
• Which national brands should stay in the case alongside your own?
• How will your label look across meats, cheeses and salads so customers recognize it in every store?

Bring those answers to the first conversation and we can sketch a program quickly.

Supporting the deli teams

Store teams sell what they understand. A clear product list, consistent case tags and a short description of each item help deli staff answer customer questions and suggest pairings with confidence, in every location.

Next step

Tell us how many stores you operate, which deli categories you want to bring under your brand first, and any premium or better-for-you goals. Request a private label quote and we will set up a conversation about your program.