Should National-Brand Manufacturers Also Supply Private-Label Brands? Ralston-Purina, Borden, ConAgra, and Heinz have all admitted to supplying products—sometimes lower in quality—to be used for private labels. Other marketers, however, criticize this “if you can’t beat them, join them” strategy, maintaining that these actions, if revealed, may create confusion or even reinforce a perception by consumers that all brands in a category are essentially the same.
Take a position: Manufacturers should feel free to sell private labels as a source of revenue versus National manufacturers should never get involved with private labels.