Gil Phipps cringes when he hears the G-word, a three-syllable mood-killer he’s spent the last two decades trying to eradicate.
Generic.
The good news, he’s winning. When people wheel their carts up and down Kroger grocery aisles, fewer are equating store-brand items with cheapness. That’s because Phipps, who’s in charge of corporate brands at Kroger, has been retooling the company’s own products.
“It used to literally be about getting the lowest price you can,” he told Quartz. “We made great changes, and it took awhile for people to notice.”
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