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AWG Brands Celebrates Record Year

AWG Brands

Annual sales achieve 17.9 percent increase 

AWG Brands, the private brand owned by Kansas City, Kansas-based Associated Wholesale Grocers, delivered a 17.9 percent sales increase from the previous year.

AWG Brands consists of four brands: Always Save, Best Choice, Clearly by Best Choice and Best Choice Superior Selections. According to the company, each brand holds a specific position in the marketplace and boasted double-digit sales growth.  

“Through research, award-winning product innovation, brand repositioning and a focus on supply chain management, the AWG Brands team continues to build a best-in-class private brands program that meets the evolving needs of our member retailers and today’s consumers,” said Tye Anthony, SVP of merchandising.

“This is reflected in AWG Brands’ strong sales growth.” 

In the past few years, the company made a renewed commitment to the brands’ strategy as part of its convergence project, which is an initiative to provide member retailers with all the tools, products and services they need to compete in all markets served. As part of this convergence commitment, AWG Brands received updated brand positioning guidelines for each brand and redesigned packaging.

In addition, AWG Brands sourcing and category managers engage in ongoing cost mitigation across competitive categories. This work saved member retailers almost $6 million in 2022. They also continue to refine pricing strategy and promotions, including digital coupon offerings. Shelf placement strategy and focus have also played a part in convergence as the merchandising and category management teams give member retailers value through refreshed and optimized planograms.

“This record year is a direct result of the hard work put in by our AWG teammates,” Anthony said. “Their dedication to the convergence project and AWG Brands is making our member retailers more successful.” 

Through collaboration on cost mitigation, product innovation and a commitment to quality, these suppliers are helping improve AWG Brands’ status in the marketplace, resulting in increased brand awareness, loyalty and sales. Although 2022 was still marked by supply chain and economic challenges, suppliers worked with the team to overcome obstacles.  

This partnership and progress allow AWG Brands to dedicate additional resources to member retailers and their communities. This manifests through additional promotional opportunities for member retailers and community donations. Through the Save-A-Label program, it donated to more than 1,600 nonprofit in AWG’s trade area in 2022.  

“AWG Brands play a pivotal role within AWG’s corporate and category strategies,” said Greg Shotkoski, executive director. “Our team is focused on continuing a nearly 40-year legacy of excellence in the private brands’ segment through innovation, proper pricing and clear brand values.”

For more information about AWG, visit AWGinc.com.

Featured Photos

Featured Photo PLMA Annual Private Label Trade Show
Donald E. Stephens Convention Center
Chicago, Illinois
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