Generic Brands vs. Store Brands

On the WIKY Morning Show we had a discusson on great and not so great generics.  Turns out there's more than meets the eye. 

Here's an email we recieved from Clifton Macke -  

I used to work at Topco LLC, the company that acquires and quality controls store brands for 57 grocery chains (Piggly Wiggly, Marsh, Wegmans, Schnucks, etc) and I have issue with you referring to their store brands as "Generics."  A Generic brand is like Price Saver or Save Plus… these are called "Second Label" products. These are not meant to be anything like the brand standard.  A "First Label" product is a brand standard match.  We worked very hard to make sure that Schnucks Brand, Top Care and the like were just as good, if not better, than the brand standard.  And having gained 27 pounds while working there for 8 months, I can tell you that they are all as good as they advertise.  Just a terminology correction that's getting to me.  Also, any First Label macaroni and cheese nearly always outperforms Kraft in taste tests. 

Who knew?  Thanks for the clarification, Clifton!