"We do not attempt to push our own brands," said swarthy President John Hartford of Great Atlantic & Pacific Tea Co. in 1930. "We leave it to our customers to buy what they want. Of all the food products we handle, only 10% comprise private brands which may be regarded as strictly competitive with national labels."
Around the question of what if any changes President Hartford might now admit in this policy a brief tempest raged last fortnight in the Great Atlantic & Pacific teapot. Reproduced on the January cover of the advertising magazine...
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