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Sam’s Club redefines Member’s Mark as a “purpose-driven brand”

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Sam’s Club aims to transform its private label Member’s Mark into a more sustainable brand.

Bentonville, Ark.-based Sam’s on Tuesday unveiled a new identity for Member’s Mark, including a new logo and the tagline “Made with Our Members and Planet in Mind.” Repositioning the label, the warehouse club chain said the product line – spanning grocery, health and wellness, baby, apparel, homeware, furniture, office and tech categories – now aspires ” to be of the highest quality while showcasing the trend of innovation and a focus on people and planet.

The new member brand logo and design features a subtle check mark to signify the brand’s greater focus on sustainability as well as high product quality, Sam’s said. Plans are for the new logo and check design to appear on club packaging over the next 18 months.

“Increasingly, our members are looking to us for on-trend, quality-lasting items,” Megan Crozier, executive vice president and chief merchant of Sam’s Club, said at a press conference yesterday. “We are announcing that we have considered all of our members’ feedback and are transforming our private Member’s Mark into a purpose-driven brand.”

Sam’s noted that it had launched, renovated and rebranded more than 1,200 Member’s Mark items since 2020, when the chain decided to reassess the brand after parent company Walmart announced its goal of becoming a regenerative business. Member’s Mark was launched in 1998, and in 2017 Sam’s consolidated its 20 proprietary brands under the label.

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Many Member’s Mark products already have sustainable attributes, such as Fair Trade Certified Member’s Mark Colombian Supremo coffee, and now Sam’s Club has said it plans to give the brand a stronger meaning. This includes removing certain ingredients from Member’s Mark feeds and consumables and expanding the assortment of items made using practices that promote animal welfare, support the health of land and oceans, mitigate deforestation, use more sustainable textiles and come from renewable sources.

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“Increasingly, our members are turning to us for on-trend, long-lasting quality items.” — Megan Crozier, Sam’s Club Head Merchant

For example, by 2025, Sam’s is aiming for 100% of its seafood to be sustainably sourced, 100% of its eggs to be cage-free, all poultry to be raised without antibiotics, all animal protein to be from human sources and 100% of its coffee, tea and cocoa products to be certified fair trade. Among other objectives set for 2025the retailer aims for 100% of its fresh and frozen produce and its live floral and plant products to have certified Integrated Pest Management (IPM) practices, 100% responsibly sourced palm oil, 100% of its packaging is recyclable or reusable (or industrially compostable), and a 15% reduction in the design of virgin plastic packaging.

Sam’s also said it aspires to have 100% of its products free of ingredients on its “made without” list by 2025. The 39 items currently on the list include ingredients such as corn syrup high fructose, artificial flavors (by 2028), parabens, phthalates, synthetic colors (by 2028), aspartame, saccharin and nitrates, among others.

Additionally, Sam’s will require Member’s Mark suppliers to participate in Project Gigaton – Walmart’s private sector consortium to reduce or avoid 1 billion metric tons of greenhouse gas emissions – as well as to source items Member’s Mark more responsibly and seek more diversity in the brand supplier. base.

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“As we continue to evolve the Member’s Mark brand, we intend to develop items that reflect the ingredients, processes and materials that our members want – and don’t want – in their products,” Prathibha Rajashekhar, senior vice president of private labels and sourcing at Sam’s Club, said in the press call. “We will make those decisions that focus not just on quality, innovation and value, but on the impact we have on the world around us.”

All Member’s Mark products are expected to convert to the new logo by the end of 2023, and members will soon start seeing the updated logo, according to Rajashekhar.

“We are introducing a new member brand logo, inserting a checkmark. We hope this reflects our increased ambition for quality and regeneration,” she said.

Member’s Mark’s new identity, Crozier said, reflects feedback from the My Member’s Mark community, a group of more than 40,000 Sam’s Club members who provide feedback on Member’s Mark articles at every phase of the product lifecycle. a product.

For example, one product – Member’s Mark Beer Battered Cod – was pulled from clubs in October 2020 after failing to meet customer expectations. Following a review of member feedback, an adjustment to the recipe with the supplier (adding more crispiness and beer flavor and using cleaner ingredients) and an update to the packaging, the cod was relaunched in February 2021 and is now highly regarded and has grown in popularity, according to Sam.

“We know that Members who buy Member’s Mark products have higher renewal rates and enjoy shopping at Sam’s more than those who buy more national brands. So we reached out to our members to figure out how we can make a brand they already love even better,” Crozier said. “The feedback they gave us was largely positive, but we see an opportunity to have higher and consistent quality standards across all categories.”