The hometown of the world’s biggest retailer in Arkansas was, fittingly, the site of the Private Label Manufacturers Association’s best-attended, non-trade show event ever.
A record number of store brand executives – retailers, wholesalers, manufacturers, suppliers, brokers and others involved in adjacent industries – converged on Bentonville, the birthplace and global headquarters of retail titan Walmart, from April 15-17, to participate in PLMA’s 2026 Leadership Conference and Annual Meeting.
Themed “Building Brands That Drive Success,” the event offered tracks on Brand Building: Value Proposition and Social Media; Emerging Technologies; Trends in Innovation; Private Brands and Consumer Behavior, and Private Brands: Purpose, Personalization and Performance.
Scott Morris (pictured above), Walmart’s senior vice president of private brands food, consumables and manufacturing, delivered the keynote address on The Future of Private Brands. Morris and his team are tasked with positioning Walmart’s private labels, strengthening their value proposition, developing quality core and innovative products, and building customer loyalty and holistic cultural support as a strategic impetus for the organization.
“This isn’t your mama’s private brand anymore, today’s shopper is more engaged than ever before,” Morris told the standing room only breakfast session. “We want to give the customer powerful choices they can trade into – not down.”
On the eve of the PLMA event, Walmart announced an update of the logo and packaging for its 10,000 SKU Great Value private label brand. It’s the first major change to the brand’s packaging, which was launched in 1993, in a decade.
“It’s time after a 10-year cycle to renew the brand and give it a fresh look; something that’s modernized and connects with the customer,” stated Morris.
The more than 300 conference participants were able to craft their own agenda from a schedule of more than a dozen breakout sessions on the tracks along with several main stage plenary presentations.
“Attendance has more than doubled from last year reflecting the momentum, energy and growth of our industry,” said New York City-headquartered PLMA President Peggy Davies. “There’s no better time than right now to be in store brands.”
The induction of 24 new members to the Private Label Hall of Fame also took place during the conference. “We are proud to recognize this exceptional group of leaders whose contributions continue to strengthen and advance store brands,” said Davies, of the honorees. “From champions and innovators to emerging talent and lifetime achievers, each reflects the collaboration, forward thinking and commitment that help move our industry ahead.”
At the conclusion of the conference, Davies announced the association’s 2027 Leadership Conference and Annual Meeting will be held in Cincinnati, headquarters city of the Kroger Company.
