1. You have control over your pivotal product, and that means over your business.

2. It is the only way to be able to market high quality products, if you so choose.

3. You save substantially in product cost. You can spend these savings on anything you please, including higher product quality.

4. You have no competition for the brand that you carry. No one can trade on your name legally. This is a strong motivational plus for your salespeople.

5. With your exclusive brand you can, if you wish, enter the entire Out-of-Home market, selling to restaurants, the hospital and health care field, hotels, stadiums, indeed every other nook and cranny of the market.

6. You can sell the mystique, enabling you to achieve a higher average selling price (though many operators make the mistake of selling their private label for a lower price than the national brands).

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