A record number of store brand executives – retailers, wholesalers, manufacturers, suppliers, brokers and others involved in adjacent industries – gathered April 15-17 in Bentonville, Arkansas, 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, Walmart’s SVP of private brands food, consumables and manufacturing, delivered the keynote address, “The Future of Private Brands.”
Morris and his team are tasked with positioning Walmart’s private brands, 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 10 years.
“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,” Morris shared.
More than 300 conference participants were able to build their own agenda from a schedule of more than a dozen breakout sessions on the tracks, along with several main stage plenary presentations.
PLMA President Peggy Davies noted that attendance more than doubled from last year, reflecting “the momentum, energy and growth” of the industry.
“There’s no better time than right now to be in store brands. Today’s attendees represent one of the most dynamic, relevant and fastest-moving sectors in all of consumer goods,” she said.
“This is the moment PLMA was built for, we have grown by 65 percent – a true testament to the value we bring to our members.”
Davies went on to describe the organization as “your go-to source,” one that is no longer “just an industry association.”
“We’ve stepped into a bigger role, moving from setting principles to setting strategy, with a sharper value proposition and a global vision to back it up,” she said. “If you are resource-constrained, time-starved or operating without the tools, training and intelligence that larger CPG companies take for granted, we are here for you.
“We carefully select the best insights, experts, and intelligence so you can stay informed without the hassle. Our agenda today and tomorrow reflects that care.”
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,” Davies said. “From champions and innovators to emerging talent and lifetime achievers, each reflects the collaboration, forward thinking and commitment that help move our industry ahead.”
[RELATED: PLMA Inducts Record 23 Leaders Into Private Label Hall Of Fame]
The Embassy Suites Northwest Arkansas, in nearby Rogers, Arkansas, home of the first Walmart store, served as the official hotel for the event.
The Bentonville location reflects PLMA’s decision to hold its annual conference around the country and near executive offices of major U.S. operators.
Recent iterations were held in San Antonio, Texas, and Scottsdale, Arizona, close to home bases of H.E.B and Sprouts Farmers Market, respectively.
At the conclusion of the conference, Davies announced the association’s 2027 Leadership Conference and Annual Meeting will be held in Cincinnati.