AWG Brands, the private brands of Kansas City, Kansas-based Associated Wholesale Grocers (AWG), has announced an expanded partnership with private brand agency Daymon, an Advantage Solutions company.
The arrangement will support the quality expectations of each brand within the AWG Brands offerings and include extensive product information in Daymon’s RIVIR platform.
Best Choice Family of Brands products have been trusted by AWG member retailers for about 40 years, meeting rigorous quality standards to compare to their equivalent competitive brands.
Always Save products also adhere to strict standards to align with the expectations of value-seeking consumers.
While each brand has a distinct target market, the competitive advantage they offer member retailers is rooted in AWG Brands’ mission.
“Throughout the AWG Brands portfolio, our No. 1 commitment to AWG retailers and their consumers is the 100-percent quality guarantee,” said Tye Anthony, AWG chief merchandising and marketing officer.
“This partnership with Daymon, and the deepening of our support of a first-class quality assurance program, strengthens that promise.”
The deal with Daymon extends into multiple areas that make up AWG Brands’ quality assurance. New facilities allow extensive product testing to deliver more transparency to member retailers and consumers.
With 3,000 off-shelf audits performed each year, in addition to initial product tests, having the facility in the heart of AWG’s footprint also allows for quicker testing turnaround.
“We are truly excited to embark on this quality assurance journey with AWG and expand Daymon’s presence in Kansas City,” said Jim Griffin, president, Daymon North America.
“AWG Brands represents a commitment to quality and innovation and are award-winning leaders within the private brand industry. Our quality assurance partnership ensures our retail partners and customers continue to have access to exceptional items that positively impact their customers’ lives.”
AWG Brands also will use Daymon’s proprietary RIVIR platform for all product specifications. This will centralize vendor partner submissions and product specification maintenance, ultimately streamlining the speed to shelf for new items.
“We are now able to customize the data fields for commonly requested food safety regulatory requests and create a more thorough complaint categorization for risk assessment,” said Shelly Dean, AWG executive director of quality assurance.
“This move will maintain the consistent quality of AWG Brands items.”
The platform will also support AWG Brands’ on-packaging QR codes and online product landing pages, an integral part of the transparent product specifications disclosure to end consumers.
The landing pages also feature product images and can be found on the Always Save and Best Choice Family of Brands websites.
A customer service call center is the final aspect of the partnership, as AWG Brands continues to fulfill its long-standing 100-percent guarantee on all AWG Brands products.
Read more wholesaler and distributor news from The Shelby Report.
