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Supervalu announced yesterday that it has named Michael Moore, who joined the company last year as business transformation officer, as its new executive vice president/chief marketing officer.

Moore succeeds Julie Dexter Berg, who said she is leaving the company and returning to the West Coast.

Before joining Supervalu, Moore spent almost a quarter-century at Procter & Gamble in roles with sales, marketing, finance, operations and human resources.

“Michael has a terrific understanding of the food industry and the challenges we face as a grocery retailer in today’s environment,” said Craig Herkert, Supervalu’s chief executive officer and president.  “I am confident that he will move quickly to build marketing programs that are effective and efficient while ensuring that we continue to drive traffic and sales through innovative and engaging consumer marketing programs.”
KC's View:
Some will say that Moore’s CPG experience will be critical in helping Supervalu expand its private brand business, but others have suggested to me that marketing private brands is a very different business than marketing national brands...and that CPG experience isn’t always relevant. We’ll see.