I agree with Stengel.

For the consumer, price is going to be major driver for the forseeable future.

Imagine this scenario: a shopper faces two cans of tomato soup, the store brand and Campbells. The store brand has respectable quality and is 20 percent cheaper per ounce.

In a faceoff like that Campbells market share would erode very seriously without something like their Labels for Education program, in my view.

Now, if the store brand started a well thought-of cause marketing campaign of its own, all bets are off.

However, I’ve never seen a store brand do that, even though their margins are better than when they sell the national brands.

But someone like Target, with their Archer Farms house brand, would kill if they had the right cause marketing campaign.

-Paul