Private labels hit commissary shelves, offer savings

(DECA graphic)

(DeCA graphic)


Private label products started arriving at the Air Force Academy commissary June 9 as part of a four-year Defense Commissary Agency initiative to bring better products and greater savings to military families.

The Defense Commissary Agency’s private label brands will be sold under two names; Freedom’s Choice provides food products while HomeBase offers paper products and household items. 

“This is an exciting time for us because commissary brands will offer quality prices that our community wants at the significant savings our community deserves,” said Kelly Robinson, Academy Commissary store director.  

Robinson said the surcharge is included in cost comparisons and will not change, and commissary brands will be equal or lower in price than commercial and regular national brands.

“An overwhelming number of our patrons said they would purchase store brands if we had them,” said DeCA director and CEO Joseph Jeu. “Well, that time has arrived.”

Private label water hit the shelves June 9 along with bags, wraps and health and beauty items.  As the roll-out progresses, customers can expect a steady increase in commissary brand inventory to include about 4,000 products.

“The availability of private label commissary brands will not affect the availability of the name brands patrons have always shopped,” Jeu said.


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