At the end of May, news reached us that Brian Sharoff, president of the Private Label Manufacturers Association (PLMA), had sadly passed away. Brian led the PLMA for almost 40 years – and as loyal listeners might recall, we interviewed him for our ‘PLMA Live’ episode, which we launched after the 2019 Amsterdam PLMA show. For this new episode, in memory of Brian, Maria Castroviejo and Cyrille Filott interview Rabobank analyst Sebastiaan Schreijen on the past, present, and future of private label in food. At the end of the episode, we revisit the piece we recorded with Brian last year.