Defining What’s Next: A Conversation with Erica Morales of ofi
In today’s evolving store brands landscape, innovation is no longer reserved for national brands. Private label has stepped into a new role that blends value, quality, and forward-thinking product development.
In her role, Erica sits at the intersection of ingredient innovation and customer strategy, helping bring ideas to life in ways that meet both consumer expectations and retailer ambition.
What stands out most to her right now is just how quickly the space is transforming. “Private label is evolving from a value driven alternative to a true platform for innovation,” she shared. “Retailers are becoming more intentional about differentiation, which creates space for ingredients and formulations that prioritize functionality, sustainability, and transparency.” That shift is showing up in meaningful ways, from increased demand for traceable sourcing and clean label solutions, to a stronger focus on better-for-you positioning that does not compromise taste or performance. Behind it all is a deeper level of collaboration.
Retailers and suppliers are working more closely than ever, using data and shared insights to bring products to market faster and with greater confidence. As Erica puts it, private label is no longer just following trends. It is helping define them.
Leading Through Uncertainty
Like many in business development roles, Erica’s career has been shaped by moments that required adaptability. Early on, one of her biggest challenges was learning how to navigate ambiguity, including unclear priorities, shifting expectations, and situations where there was not an obvious answer. “It taught me that leadership is not about having all the answers upfront,” she explained. “It is about staying grounded, asking the right questions, and continuing to move forward even when conditions are not perfect.”
That mindset has become a defining strength, especially in an industry where change is constant and speed matters.
Finding Your Voice in the Industry
As a woman building her career in the store brands space, Erica has found both opportunity and responsibility. “What surprised me most, in a positive way, is how open people are to strong ideas and collaboration,” she said. “When you come prepared, lead with curiosity, and focus on partnership, people are receptive.”
At the same time, she emphasizes the importance of self-advocacy. “Opportunities do not always present themselves automatically. Speaking up, whether it is sharing a point of view or expressing interest in growth, can make a real difference.”
That balance between confidence and collaboration has been a key part of her journey and one she continues to refine.
Advice for the Next Generation
For early career professionals, especially women working to build confidence, Erica keeps her advice simple and practical. Stay curious and do not be afraid to learn out loud. “You do not have to be the loudest voice in the room to be effective,” she said. “But you do need to trust that your perspective adds value.” Preparation, she notes, is one of the most effective ways to build that confidence. Equally important is finding the right support system. “Seek out communities and mentors who challenge you and support your growth. Confidence builds over time, and it builds faster when you are not doing it alone.”
The Power of Community Through WISE
That sense of community is exactly what drew Erica to WISE. “What stood out right away was that this was not just networking. It was real connection,” she shared. “A community built on shared experiences and genuine support.”
Through WISE, she has been able to expand her perspective, build meaningful relationships, and gain confidence in navigating her own path. “Hearing others’ journeys, both the wins and the challenges, reminds you that growth is not linear. And that is a powerful thing.”
Looking Ahead
As the store brands industry continues to grow, Erica is focused on paying that support forward. Her goal is simple but impactful. Create access. Whether through mentorship, knowledge sharing, or being open about her own experiences, she hopes to help the next generation feel empowered to step into leadership roles with confidence. “If I can help someone feel more confident taking their next step,” she said, “that is meaningful.” It is a perspective that reflects where the industry is headed and the kind of leadership that will shape it.
In your role at ofi, what trends are you seeing in private label or ingredient innovation that excite you most right now?
One of the most exciting trends I’m seeing right now is how quickly private label is evolving from a value-driven alternative to a true platform for innovation. Retailers are becoming more intentional about differentiation, which creates space for ingredients and formulations that prioritize functionality, sustainability, and transparency.
At ofi, that shows up in increased interest around traceable sourcing, clean-label solutions, and ingredients that support better-for-you positioning without sacrificing taste or performance. I’m also encouraged by the way retailers are leveraging data and closer supplier collaboration to bring products to market faster and with more confidence. It’s an energizing time to be in the space because private label is no longer following trends—it’s helping define them.
Business development often requires resilience and adaptability. What has been one challenge you’ve faced early in your career, and what did it teach you about yourself as a leader?
Early in my career, one of the biggest challenges I faced was learning to navigate ambiguity—whether that was unclear priorities, shifting stakeholder expectations, or situations where the “right” path wasn’t obvious. At the time, I wanted certainty before moving forward.
That experience taught me that effective leadership isn’t about having all the answers upfront, but about staying grounded, asking the right questions, and making progress even when conditions aren’t perfect. It helped me become more adaptable and more confident in my ability to lead through uncertainty, which has been especially valuable in business development roles where change is constant.
As a female building a career in the store brands industry, what has surprised you most about the opportunities or challenges you’ve encountered?
What has surprised me most—in a positive way—is how much openness there is to strong ideas and collaboration, even in what has traditionally been a male-dominated industry. I’ve found that when you come prepared, lead with curiosity, and focus on partnership, people are generally receptive.
At the same time, I’ve learned that advocating for yourself is essential. Opportunities don’t always present themselves automatically, and speaking up—whether it’s sharing a point of view or expressing interest in growth—can make a real difference. That balance between confidence and collaboration has been an important learning curve for me.
What advice would you give to other early-career professionals, especially women, who are trying to find their voice and build confidence in this space?
My biggest piece of advice would be to stay curious and give yourself permission to learn out loud. You don’t have to be the loudest voice in the room to be effective, but you do need to trust that your perspective adds value. Preparation goes a long way in building confidence—when you know your facts, your voice follows.
I’d also encourage early-career professionals to seek out communities and mentors who support growth and honesty. Confidence builds over time, especially when you have people around you who challenge you constructively and remind you that leadership doesn’t have to look just one way.
What drew you to get involved with WISE, and how has the community supported your personal or professional growth so far?
I was drawn to WISE because of its focus on connection, mentorship, and elevating women within the store brands industry. Early in my involvement, it was clear that this wasn’t just a networking group—it was a community built on shared experiences and genuine support.
Being part of WISE has helped me expand my perspective, build meaningful relationships, and feel more confident navigating my own career path. Hearing others’ journeys—both successes and challenges—has reinforced the value of community and reminded me that growth is rarely linear.
When you think about the future of WISE and the store brands industry, what role do you hope to play in helping shape the next generation of leaders?
Looking ahead, I hope to play a role in creating access—whether that’s through mentorship, knowledge-sharing, or simply being transparent about my own experiences. As the store brands industry continues to grow and evolve, it’s important that the next generation of leaders feels empowered to bring new ideas and diverse perspectives forward.
Through WISE, I’d love to help foster environments where emerging professionals feel supported, challenged, and encouraged to take ownership of their careers. If I can help someone feel more confident taking their next step, that’s a meaningful contribution.