Milt Sender, in 1970, Milt Sender founded Daymon Associates along with Peter Schwartz – a Hall of Fame inductee in 2008. Private label was a long way from a coherent marketplace. Price was driving the products, and everything supported the proposition, from the packaging and contents on down to the marketing, if there was any. The broker community, which had played a pivotal role in growth and success of private label to this point, consisted almost entirely of independent manufacturers’ representatives organized according to specific product lines and territories. From this background an entirely new business model emerged. The partners in Daymon aimed to maximize the potential of private label and they succeeded beyond all expectation. They made private label products into private brands by emphasizing quality and differentiation. With locations throughout the U.S. and 20 other countries around the globe, the company that Milt co-founded had become one of the largest and most influential private brand companies in the world. The company’s accounts have been responsible for retail and wholesaling operations serving nearly 20,000 stores worldwide.