Private brands in the grocery industry are experiencing significant growth, evolving from budget alternatives to strategic
assets that drive customer loyalty and distinguish retailers. Building partnerships with producers and manufacturers is key, and those with SQF food safety management programs and certifications build trust.
As private brands continue their strong growth trajectory, retailers are placing even greater emphasis on selecting supplier partners who can deliver consistent quality, safety, and reliability. According to the FMI Power of Private Brands 2025: Consumer Trends, shoppers increasingly associate private brands with quality and value, with 78 percent of consumers stating that they choose store brands because they represent the best value, and more than half citing trust as a key factor in their decision-making.
As retailers strive to strengthen trust, food safety management certification has become a key expectation in establishing successful private brand relationships. SQF certification stands out because it is built on science-based standards, independent auditing, and detailed scoring that helps retailers clearly understand a supplier’s strengths and risk areas.
Here are five key reasons food safety certification matters:
1. Certification strengthens confidence in product consistency and safety
Retailers expect private brand items to meet or exceed the quality and safety benchmarks of national brands. Food safety management certification provides a consistent and independently verified assurance that a supplier’s processes meet rigorous global standards.
Rachel Anderson, vice president of business development for SQFI, explains that certification “gives retailers confidence that every lot of product reflects the same disciplined controls, not just what happened on the day of the audit.”
2. Certification supports retailer brand reputation
A single food safety incident can damage not only a supplier’s business but the retailer’s private brand reputation. Given that 52 percent of shoppers say a retailer’s private brands are an important factor in where they shop, retailers cannot afford risk within their private brand supply chain. Certification demonstrates that a supplier is committed to preventative controls and continuous improvement; two qualities retailers now consider essential.
3. Certification aligns with shopper expectations about trust
FMI’s research shows that trust is one of the top three reasons shoppers choose a store brand. For retailers, trust must extend from the shelf through the entire supply chain. Certification programs reinforce this trust by verifying that suppliers have strong systems for allergens, sanitation, environmental monitoring, and foreign material control.
4. Certification improves transparency in private brand sourcing
Retailers are increasingly focused on supply chain transparency and risk management. Certification audits bring visibility to operational practices, corrective actions, and verification activities. As Anderson notes, “Retailers value suppliers who can demonstrate exactly how they control risk and maintain food safety commitments year-round.”
5. Certification signals long-term partnership readiness
Retailers seek suppliers who prioritize food safety as a strategic objective, not merely a compliance requirement. FMI’s industry report finds that retailers and manufacturers identify supply, ingredients, and packaging integrity as critical areas for growth and differentiation. Certification shows a supplier is investing in systems that support sustainable, scalable private brand business.
Anderson summarizes, “SQF certification is not just a requirement. It is a signal that a supplier is ready to grow with a retailer. What makes SQF different is the depth of verification. Our audits look at the systems behind the product, which is what retailers rely on when choosing long-term private brand partners.”
If you would like to explore how SQF certification can strengthen your private brand program or evaluate a supplier, contact a member of the SQF team or click the button below to learn more about certification.
