WISE Interview – Kristal Sevcik

Kristal, can you outline your career path in Store Brands.  How did you get started and continue moving up the ladder?

My path into store brands wasn’t something I had planned early on. I started my career working at Target at the store level, managing the sales floor across multiple locations. That experience gave me a strong retail lens early in my career. I understood what it takes to drive results in-store, how customers actually shop, and where the real opportunities and challenges are from a retailer’s perspective.

I moved into private label with Faribault Foods as a sales coordinator at a point where I was still figuring out what I wanted to do long-term. It didn’t take long, though, for me to realize how dynamic and full of opportunity the space really is. I was quickly promoted into a sales role, and that’s where I really started to understand the intricacies of the private label industry and the broader impact a product can have within the retail landscape. My experience at Target allowed me to show up differently in those conversations, because I wasn’t just selling a product. I understood how to make it work in a real retail environment.

As I continued to grow in my career, across multiple companies and product lines, I focused on building cross-functional expertise within product development, production, sourcing, warehouse and inventory, and customer engagement. Just as importantly, I invested in relationships and mentorship, which played a critical role in opening doors and accelerating my growth.

Private label is such a dynamic space, and advancing in it has really been about staying curious, taking on new challenges, and continuing to evolve with the industry.

What are some of your career highlights in the industry?

There have been several moments in my career that stand out, but what’s most meaningful to me is when the work has had both business impact and a broader purpose.

One project that I’m especially proud of being a part of was developing a product designed specifically to help address childhood hunger in partnership with Feeding America. The product was created to go into backpacks for kids so they would have access to food over the weekends. Seeing something go from concept to actually making a difference in a child’s life was incredibly powerful.

I’ve also had the opportunity to be deeply involved with the Private Label Manufacturers Association (PLMA) over the years, ultimately serving as Chairperson of the Board. That was a meaningful milestone, not just personally, but as an opportunity to give back to an industry that has given me so much and to play a role in shaping its future.

Another highlight has been being part of the early development of WISE. I was a member of the founding board and very involved in those initial stages helping shape the concept, working through branding and membership growth, and even managing social media early on. While my involvement has evolved over time, it’s been incredibly rewarding to watch WISE grow into what it is today. The organization is a testament to the many individuals who built on that foundation and expanded it into what it has become.

And along the way, one of the things I value most are the relationships I’ve built throughout my career. This industry is incredibly collaborative, and those relationships have not only been key to driving business results, but have also played a huge role in my own growth and the opportunities I’ve been given.

What are some of the biggest transformations you’ve experienced in the retail industry in your career?

One of the biggest transformations I’ve seen is the evolution of private label itself. Earlier in my career, it was often viewed primarily as a price-driven alternative to national brands. Today, that has fundamentally changed. Private label has become a true brand in its own right for many retailers, driving innovation, quality, and differentiation while building real loyalty with consumers. It’s no longer just about value; it’s about delivering unique products and experiences that customers can’t find anywhere else.

Another significant shift has been the growing presence of women across the industry. For much of my early career, I was often the only woman in the room, especially in sales and leadership discussions. That was simply the reality at the time. What’s been exciting to see is how much that has changed. Today, there are more women, including many young women, entering and advancing on both the retail and manufacturing sides of the business. There is still progress to be made, but the increased visibility and representation of women in leadership roles is a meaningful transformation. It not only strengthens our industry, but also creates more opportunities for the next generation to see themselves in these roles and continue to push it forward.

You’ve been a part of WISE largely since the beginning. What attracted you to WISE and its mission?

I was first introduced to WISE through my mentor, Peggy Davies, who was one of the founders and had a clear vision for what the organization could become. She brought together a strong and diverse group of women from across the industry to help bring that vision to life. WISE is an organization focused on celebrating, promoting, and strengthening women in the private label space.

What really stood out to me was that, while there were other organizations supporting women in the broader CPG industry, nothing existed that was specifically focused on private label. Our industry is uniquely collaborative and tightly connected, and WISE was designed to reflect that by bringing both women and men together to support more diverse voices and stronger leadership.

From the very beginning, there was a distinct energy around WISE. It created a space where people genuinely supported one another, shared experiences, and worked to lift each other up. That culture of collaboration really mirrors what makes private label so special, with manufacturers and retailers working together to drive growth and success for both. Being part of building something with that kind of purpose and impact was incredibly meaningful to me, and it’s something I’ve been proud to be connected to ever since.

What did it mean to you to be the Chair of PLMA?

Serving as Chairperson of PLMA was one of the greatest professional honors of my career. It’s something I truly view as a lifetime achievement, and I feel incredibly grateful to have had that opportunity.

What made it especially meaningful was the timing. I had the chance to serve during a really pivotal period for both PLMA and the private label industry as we were seeing accelerated growth, increased innovation, and a real shift in how private label was perceived. At the same time, PLMA itself was evolving, navigating a leadership transition and reestablishing connection and engagement across the industry following the disruption of COVID. Being part of that moment, helping support that continued momentum while also reinforcing the organization’s role in bringing the industry together, was both exciting and very rewarding.

I also had the opportunity to work alongside an exceptional board and a truly dedicated PLMA staff. Their professionalism, collaboration, and commitment to the mission are what make the organization so strong.

For me, it was really about giving back to an industry that has given me so much. To be able to contribute in a meaningful way during such an important time is something I’ll always value, and it only strengthened my commitment to the future of private label.

What excites you about the future of store brands?

What excites me most is how private label continues to evolve from something that was largely transactional into something that really feels like a brand. It’s becoming less about just price and more about meeting a need, creating an emotional connection, and building real loyalty with consumers. Retailers have a unique opportunity to develop products that truly reflect their customers, whether that’s tied to a specific region, lifestyle, or demographic. In many ways, they can connect with consumers in ways that national brands just can’t. There’s something really powerful about making a customer feel seen and understood through the products you offer.

A big part of that future comes down to the partnership between retailers and manufacturers. The strongest private label programs are built on true collaboration, where both sides are working together to create innovative, differentiated products that drive growth. There’s a lot of opportunity ahead, and I think we’re just beginning to unlock what private label can truly become.

How do you think companies focused in private label can attract new talent?

I think it starts with continuing to raise awareness of how dynamic and fast-growing the private label industry really is. The more we tell that story and highlight the innovation, growth, and impact happening across the industry, the more we attract people who want to be part of something exciting and evolving.

Programs like PLMA’s University Outreach are also incredibly important. Bringing students into the trade show environment, giving them the opportunity to shadow both manufacturers and retailers, and helping them see the business from both sides really opens their eyes to the possibilities within our industry. Hosting a student during that experience is a simple, but powerful, way to help build that next generation of talent.

Beyond that, I think it’s about helping people understand that private label offers a unique career path. It’s a space where you can work across multiple functions, have a direct impact on the end consumer, and be part of building something that truly differentiates a retailer. There’s a level of ownership and visibility here that you don’t always find elsewhere.

And finally, continuing to invest in development, mentorship, and inclusive environments will be key. Organizations like WISE have played an important role in helping create that sense of community and support within our industry. When people see a path for growth and feel supported, they’re much more likely to join and stay.

You just announced that you’ve joined the PLMA staff, congratulations! What are you looking forward to in your new position

I’m excited about the opportunity to join the PLMA staff and to continue contributing to an industry I care deeply about. What’s especially meaningful to me is the ability to support both the growth of private label and the people within it, helping to foster connection, collaboration, and continued development across the industry.