2024 Game Changers: Brian Hartshorn, Dollar General
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
Brian Hartshorn
Senior Vice President, General Merchandise Manager
Dollar General
Since joining Dollar General in 2003, Brian Hartshorn has held a number of roles of increasing responsibility for the discount retailer. In his current role as senior vice president and general merchandise manager, he has oversight of consumables that includes private brands such as Clover Valley, Sweet Smiles, and Good & Smart.
In 2023, Hartshorn and his team were instrumental in carrying out the expansion of Clover Valley, a key component of Dollar General’s “Food First” initiative. The store brand’s expanded assortment includes more than 100 items featuring sauces, condiments, entrees, sides, snacks, and more at affordable prices.
Notably, Hartshorn and his team developed Clover Valley Milk products and through the continual addition of cold storage facilities Dollar General has transitioned nearly all its milk to private brand. This allows the retailer to bring additional affordability to customers, and also provides greater profitability for the company. In addition to milk, Hartshorn and his team have developed additional private brand items including cheeses, eggs, boxed dinners, deli and more.
As consumers continue facing macroeconomic pressures, the velocity in which private brands are sought out by shoppers is gaining additional momentum. As a result, Dollar General continues to listen to customer insights and innovate new products. Hartshorn and his team continually strive to add new items to the retailer’s private brand portfolio, bring to market broader meal solutions, and help shoppers build a more complete basket to feed their family.
