April 22, 2026 (New York, NY) — The hometown of the world’s biggest retailer was, fittingly, the site of PLMA’s best-attended, non-trade show event ever.
A record number of store brand executives — retailers, wholesalers, manufacturers, suppliers, brokers and others involved in adjacent industries — converged on Bentonville, Arkansas, the birthplace and global HQ of retail titan Walmart, on April 15-17, 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 on 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,” offered Morris.
The more than 300 conference participants were able to craft their own agenda from a schedule of more than a dozen breakout sessions on the tracks along with several main stage plenary presentations.
“Attendance has more than doubled from last year reflecting the momentum, energy and growth of our industry,” said PLMA President Peggy Davies during the Annual Meeting. “There’s no better time than right now to be in store brands,” she continued. “Today’s attendees represent one of the most dynamic, relevant, and fastest-moving sectors in all of consumer goods.”
“This is the moment PLMA was built for, we have grown by 65% – a true testament to the value we bring to our members.”
“In a world filled with overwhelming amounts of information and limited time, PLMA is your go-to source. PLMA isn’t just an industry association anymore. 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,” Davies said in her President’s address.
“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,” said Davies, of the honorees. “From champions and innovators to emerging talent and lifetime achievers, each reflects the collaboration, forward thinking and commitment that help move our industry ahead.”
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 was in keeping with PLMA’s decision to conduct its annual conference around the country and near executive offices of major U.S. operators. Recent iterations were held in San Antonio and Scottsdale, 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, HQ city of the Kroger Company.
About PLMA
The Private Label Manufacturers Association (PLMA) is a non-profit trade organization founded in 1979 to promote the store brands industry. With executive offices in New York and International Council offices in Amsterdam, PLMA represents more than 5,200 member companies worldwide. In addition to the Annual Private Label Trade Show in Chicago and World of Private Label International Trade Show in Amsterdam, PLMA provides annual conferences, executive education and professional development opportunities. An advocate for the industry, PLMA created Store Brands Month, a nationwide collaboration of retailers, wholesalers, and private label suppliers, promoting store brand products to the country’s grocery shoppers. The month-long event focuses on increasing consumer attention to the quality, value and innovation of store brand products across all categories within brick and mortar and online retail formats. For more information, visit plma.com, plmainternational.com. Follow PLMA on LinkedIn.
