Rampoldt joined Lidl US as CEO in 2023. Prior to this, he was a Partner and Managing Director at AlixPartners, where he specialized in improving sales and profitability for retail clients through strategies focused on pricing, promotions, and operational efficiency.

"We are extremely pleased to welcome Joel as our keynote speaker. He is an accomplished and influential retail industry executive who leads a chain that is clearly a growing force in the U.S. market, much as it is in Europe," said PLMA President Peggy Davies.

Lidl, parent of Lidl US, operates more than 12,000 stores in 31 countries, employing more than 350,000 employees globally.  It is part of the Schwarz Group, the world’s third-largest retailer.

The supermarket chain is well-known for its focus on private label, easy-to-shop layout and curated product selection that emphasizes essentials and popular items which contribute to budget-friendly, efficient shopping.

Lidl US, established in 2015, is headquartered in Arlington, VA., and operates 190+ stores on the East Coast. 
Rampoldt will speak at the 8 a.m. keynote breakfast on Monday, November 17, at the Hyatt Regency O'Hare, which is adjacent to the Donald E. Stephens Convention Center, site of PLMA’s 2025 Private Label Trade Show.

Themed "Store Brands Marketplace," the Show will feature more than 35,000 food and nonfood products, 3,100 booths, and 2,000 exhibitors representing 65 countries.

Registration is open. Click here for details.

Total private label beauty product sales are radiant, reaching $3.8 billion in sales in all outlets last year, a 4% increase from the previous year.

For the same period, hair conditioner dollar sales jumped 81% to $44.3 million, while units grew 30%; and bath fragrances/bubble bath, +21% in dollars to $33.7 million, +32% in units. Skin care is up 7% in dollar sales to $288.5 million, while units moved +0.3%.

Store brand HBC products are rising in popularity as shoppers seek out high-quality, convenient, innovative products at a reasonable cost. Examples of store brands include the new Real Root line by Sprouts, which includes premium body care, hair care and personal care items.

Also on the Show floor: Self-Care & Wellness products like facial masks, fragrances, suncare and essential oils to in-home spa products and much more.

Likewise, dietary supplements - vitamins, minerals, botanicals and probiotics - are more popular than ever. New store brands in this space include California Gold Nutrition hair multivitamins from online wellness retailer iHerb; and Premier Collagen beauty supplement line from GNC.

In other areas of nonfoods, there will be a focus on essentials like OTC medicine, skin and sun care, school and office supplies, baby food and accessories, kitchenware, household goods, general merchandise, first aid, nail care and much more.

Pet food, treats and accessories will be on display. New store brands in the pet department include Pure Wonder by Best Choice from AWG Brands, the private brands program of Associated Wholesale Grocers. The line includes food and essentials for dogs, cats, and birds.

Click here for information about the Show.

The mission of the program is to position the store brands industry as a potential career choice for college students once they graduate.

Students gain valuable insights into retail operations and private brand development. They participate in classroom instruction, store tours and mentorship opportunities, culminating in a chance to interact with industry professionals at PLMA’s 2025 Private Label Trade Show, Nov. 16-18.

What makes University Outreach so unique is that it connects each enrolled student one-on-one with both retail buyers and manufacturers exhibiting at the show.

One former student participant said: "I went into it without knowing much about private label. I did not understand how large the event would be or how retailers procure their products. It was cool to see that they buy products from many sources, which as a consumer you do not always understand."

Since its inception in 2016, more than 200 students and 20 universities have participated in the program. 
This year’s University participants include:

Baruch College 
Cal Poly
Cheyney University of Pennsylvania 
Niagara University 
St. Joseph’s University  
Texas A&M 
Tuskegee University 
University of Georgia
University of Arkansas 
University of Arizona
University of Florida
University of Mississippi 
Western Michigan University

One college advisor said the program has been a coveted experience for students.

"Several have described it as transformative,” said the advisor, noting that some students who have graduated from the program have been subsequently hired by major companies like Clorox, Daymon, Rich Products, Rosina, Wegmans, Weis and Tops.

In the coming weeks, retailers may be approached to mentor a student for two hours on the show floor on November 18. If you are contacted and able to participate, PLMA, the students and their advisors would greatly appreciate your support.

For more information about the program, email unireach@plma.com.

The sessions are:
Sep 11: Prompts, Plans, & Practical Uses for GenAl in CPG
Theo Schweitz, CEO, Drive Wheel Peer Groups, explores how generative AI is quickly becoming a powerful tool for sales, operations, and executive teams in the CPG industry. He'll cover real-world uses from crafting sharp emails to expediting research and drafting a POV. Attendees will learn specific prompts, smart frameworks, and a clear understanding of how to integrate GenAI into daily workflow with no technical background required.

Sep 18: Beyond Price: Elevating Private Brands in a Digital-First Marketplace
Parag Shah, Co-Founder and Partner, Think Blue; and Doug Baker, VP of Industry Relations, FMI, draw on insights from NielsenIQ’s Omnisales and Omnishopper data and shop-alongs with college students. They explore the evolving role of private brands as a strategic growth engine in retailing as well as how digital commerce is reshaping consumer behavior and unlocking opportunities for private label growth. The program provides takeaways for retailers and suppliers to move beyond transactional models and embrace transformational strategies that integrate digital infrastructure, retail media, and cross-functional accountability.

Sep 25: The Evolving Tariff Landscape/Update
Maria Pearman, CPA, Advisory Partner and a Food and Beverage Practice Leader, GHJ, updates on how the rollercoaster of tariff policy changes continues with U.S. businesses on the receiving end. As the rulemaking evolves, what can be done today to future-proof your company from the impacts of tariffs? This program covers practical operational changes that can be made today, and longer-term adjustments that can mitigate the risks of tariff volatility.

PLMA's Lunch and Learn suite of online professional development programs are offered throughout the year and designed for individuals involved in all aspects of the store brands industry.

Click here for more information.