Selling Own-Brand to US Supermarkets: the Standards Stack
US private-label supply is the closest equivalent to UK own-brand and the largest single grocery channel in the world.
In Short
- Layer 0 is US federal law: FSMA preventive controls (21 CFR 117), FSMA 204 traceability (effective January 20, 2026, applying to the FDA Food Traceability List),…
- Walmart's Supplier Quality Excellence Program (SQEP) is the most demanding US retailer programme by reputation, covering food safety, quality, packaging,…
- Kroger's 'Our Brands' is the largest private-label programme by SKU in US grocery and runs the Kroger Quality Audit (KQA) above SQF, with category-specific testing…
Suppliers stack farm assurance (USDA programmes, GAP, GlobalG.A.P. for export-relevant produce) under a GFSI processor scheme — SQF dominates US private-label, with BRCGS and FSSC 22000 accepted, and PrimusGFS strong in fresh produce — and then layer retailer-specific programmes: Walmart's SQEP, Kroger's supplier programme, Costco's Kirkland Signature requirements, Whole Foods' GAP-led standards, Target's Owned Brands programme, and the rest. Above all sits FSMA 204 — the FDA Food Traceability Rule taking effect January 2026 — which makes 24-hour traceback on covered foods a legal requirement, not just a retailer ask.
The US stack — SQF or equivalent, retailer programme, FSMA 204
Layer 0 is US federal law: FSMA preventive controls (21 CFR 117), FSMA 204 traceability (effective January 20, 2026, applying to the FDA Food Traceability List), USDA FSIS rules for meat/poultry/egg products, and state-level rules. Layer 1 is farm assurance — USDA GAP (Good Agricultural Practices), GlobalG.A.P. for export-relevant produce, USDA Organic, Certified Humane, GAP (Global Animal Partnership) 1–5+ steps used by Whole Foods, the Non-GMO Project, and the Real Organic Project.
More on the US stack — SQF or equivalent, retailer programme, FSMA 204
Layer 2 is the GFSI processor scheme — SQF dominates US private-label; BRCGS and FSSC 22000 accepted; PrimusGFS strong in produce; IFS rare. Layer 3 is the retailer programme: Walmart SQEP is the most demanding; Kroger Quality Audit (KQA) and the Our Brands programme; Costco's Kirkland Signature requirements; Whole Foods' Quality Standards (built on GAP and the Whole Foods Banned List); Target Owned Brands; Albertsons/Safeway own-brand standards; Publix Private Label; H-E-B and Wegmans regional programmes; Aldi US discounter manual; Trader Joe's private-label requirements.
Walmart SQEP — the US private-label benchmark
Walmart's Supplier Quality Excellence Program (SQEP) is the most demanding US retailer programme by reputation, covering food safety, quality, packaging, sustainability and traceability above SQF. SQEP graded levels (1 to 4) gate the categories a supplier can serve — a Level 4 supplier sees a different listing conversation from a Level 1.
More on walmart SQEP — the US private-label benchmark
Walmart's complaint-rate ceilings are tighter than the market average and reviews are quarterly. The 'Project Gigaton' sustainability commitments and 'Built for Better' product attributes flow back into supplier KPIs. Walmart unannounced visits and document audits are standard.
Kroger, Costco, Whole Foods and Target
Kroger's 'Our Brands' is the largest private-label programme by SKU in US grocery and runs the Kroger Quality Audit (KQA) above SQF, with category-specific testing and complaint dashboards. Costco's Kirkland Signature programme is famously demanding on consistency and cost — the Kirkland brand sells globally and Costco's supplier requirements reflect that.
More on kroger, Costco, Whole Foods and Target
Whole Foods Market (Amazon) operates Quality Standards built on the Whole Foods Banned List, Global Animal Partnership (GAP) 1–5+ steps for animal proteins, and the Responsibly Grown produce programme. Target Owned Brands (Good & Gather, Up & Up) runs an extensive supplier programme above SQF with strong sustainability claims.
Albertsons, Publix, H-E-B, Wegmans, Aldi US, Trader Joe's
Albertsons Companies (Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme) runs Own Brands (Signature Select, O Organics, Open Nature, Lucerne) with category-specific supplier programmes above SQF. Publix Private Label is concentrated in the southeastern US with strong regional-origin emphasis.
More on albertsons, Publix, H-E-B, Wegmans, Aldi US, Trader Joe's
H-E-B (Texas) and Wegmans (Northeast) run regional programmes with very strong customer-experience and quality emphasis. Aldi US runs the Aldi group programme adapted for US suppliers and FSMA. Trader Joe's private-label model is famously secretive on supplier identity but technical requirements above SQF are real.
FSMA 204 — the January 2026 traceability rule
FDA's Food Traceability Rule (21 CFR 1.1300–1.1495) takes effect January 20, 2026 and requires firms that manufacture, process, pack or hold foods on the Food Traceability List (FTL) to maintain Critical Tracking Event (CTE) records with specific Key Data Elements (KDEs) and to provide a sortable spreadsheet to FDA within 24 hours of request. Covered foods include leafy greens, soft cheeses, shell eggs, nut butters, fresh herbs, fresh fruits and vegetables on the FTL, finfish, crustaceans, molluscan shellfish and ready-to-eat deli salads.
More on fSMA 204 — the January 2026 traceability rule
Retailers are increasingly asking suppliers to evidence FSMA 204 readiness even before the deadline.
Practical readiness — building for US private label
Start with SQF at the highest level you can sustain (Level 3 is the floor for most national private-label conversations). Build FSMA preventive controls (PCQI-led) and FSMA 204 readiness before January 2026 — this is not optional for FTL foods.
More on practical readiness — building for US private label
Layer the retailer-specific programme (SQEP for Walmart, KQA for Kroger, Whole Foods Quality Standards, etc.) early and structure complaint dashboards to match each retailer's ceilings. Build GAP and Non-GMO claim chains where the retailer category requires them. Treat unannounced retailer visits and FDA inspections as the normal cadence.
Questions
Is SQF or BRCGS preferred in US retail?
SQF dominates US private-label by a wide margin. BRCGS and FSSC 22000 are accepted by every major retailer but SQF is the default. Choose SQF if you are US-only; carry BRCGS as well if you also serve UK or Irish retailers.
What is Walmart SQEP Level 4 worth?
Access. Walmart structures its private-label categories by supplier SQEP level; Level 4 suppliers see categories and conversations a Level 1 or 2 cannot. Many US private-label suppliers organise the whole quality programme around SQEP advancement.
Does FSMA 204 apply to me?
Yes if you manufacture, process, pack or hold any food on the FDA Food Traceability List. Check the FTL: leafy greens, fresh fruits/vegetables on the list, soft cheeses, shell eggs, nut butters, fresh herbs, finfish, shellfish and RTE deli salads are covered. Retailers are asking for readiness evidence now, not in 2026.
What does Whole Foods GAP step level mean for animal protein?
Global Animal Partnership rates animal welfare on a 5+ step scale (Step 1 baseline up to Step 5+ animal-centric system). Whole Foods requires GAP-step labelling on most fresh meat and limits SKUs by step level. The step is a listing condition, not a marketing claim.
Practical orientation, not legal advice. Rules differ by jurisdiction; your quality and compliance team decides what applies.
The Food Processing Operations Guide
Safe changeovers. Right labels. Every lot traceable.
- The rules and the plan
- Supplier to filled tray
- Allergen changeovers and pack checks
- Trace, recall and record review
Plus Evidence map and four worksheets.
Get the food processing guideWe ask for your name and email so we can handle this request. The full guide then opens on this site, ready to translate, print or save. Privacy policy. Practical orientation, not legal advice; your quality unit decides which rules apply.
UltimateFree guide
The Food Processing Operations Guide
Safe changeovers. Right labels. Every lot traceable.
Keep reading
- Global Supermarket Supplier Standards: the Own-Brand Stack
Australia and NZ Supermarket Supplier Standards Guide
Canada Supermarket Supplier Standards: Readiness Guide
France Supermarket Supplier Standards: Readiness Guide
Germany and DACH Supermarket Supplier Standards Guide- Ireland Supermarket Supplier Standards: Readiness Guide