Over the years Orphanides Supermarkets have been at the forefront of retail developments in Cyprus, continuously researching the International market to identify new technologies, practices, products and procedures that would contribute to our customer care program. For a number of years we have been studying the development of retailers own label brands (private labels) throughout Europe. This study has shown that own brand ranges are the fastest growing sector in retailing, winning the loyalty of more and more customers every day.

What are the advantages of private label?
For the consumer, private label represents an increase in choice and gives the opportunity to purchase quality products at savings compared to manufacturers brands without waiting for promotional pricing. The products contain the same ingredients as the manufacturers brands and because the Orphanides name is on the product the customer is assured the product meets our quality standards and specifications. For Orphanides Supermarkets the Orphanides brand range will increase customer input and loyalty, create a consistent 'value for money' offering, reconfirm Orphanides commitment to its customers, demonstrate the company's continuing entrepreneurial drive, contribute to improving margins and contribute to being better positioned to meet future challenges and continue our market share growth.

Who produces the Orphanides private label range?
The manufacture of private label products is undertaken by large International manufacturers who produce both their own brand and private label products and medium and small manufacturers who specialise in producing private label ranges almost exclusively. Orphanides Supermarkets will be utilising established manufacturers from both production channels to create ranges that meet our customer expectations regarding quality levels while at the same time giving value for money. Our manufacturing partners are located throughout Europe and are able to offer the highest European standards in product quality and safety. Quality standards are verified through focusing on manufacturers with ISO and HACCP accreditation. Many of the manufacturers we are working with already produce products for our UK retail partners, Iceland and Safeway. While establishing a supply base throughout Europe with existing private label suppliers we are also actively encouraging and working with the best Cypriot manufacturers to create locally produced ranges that will offer our customers the quality levels they have come to expect with price points below the market norm.

Orphanides Brand
Product quality is paramount to our customers, to this end it has been determined that the product quality and standards of the Orphanides brands will at least match those already available in the market. Extensive research, product testing, quality control procedures and specification disciplines are being produced for each item to guarantee the product to our customer. Only when a product passes all our quality control disciplines will it be introduced into the Orphanides brand range. The private label program is a long-term commitment by Orphanides supermarkets to its customers, shareholders, employees and suppliers and demonstrates the companys continuing focus on customer service and care. The initial ranges will be phased in over the coming months with a continuous re-evaluation process taking place to ensure the range meets both customer and company expectations.