Suppliers are challenged by their retail buyers to support them in order to differentiate themselves from the competition. Private label plays a strategic role in this process because packaging, formulation, price and assortment can be tailored to the wishes of the retailer. In order to assist both Private Label producers and Retailers in the innovation process, the supplying industry is looking for opportunities to get in direct contact. However, it is difficult to find the right strategy for this because it is not always clear who the contact should be, how their organization is structured and how decisions are made within it. It is essential to learn the right approach from an entity that is well versed in this area which is a potential minefield of the inexperienced.