own brand, currently, one of the most discussed aspects in the activities of retailers, is an important tool for the distributor in a sector increasingly competitive. Moreover, it has different roles for the food industry and other relevant segments. The own brands are developed and managed by distributors (retailers, wholesalers and service sector) that put their prints in the products and sell to final consumers.

Within this competitive scenario Camaquã Alimentos is now one of the largest and main benefited rice-producing companies from the country, currently has an output volume surpassing 300,000 bales per month. Camaquã Alimentos industrializes the parboiled and whole rice for more than 50 respected brands appearing on the national scene distributed among several Brazilian states.

Brand is a fascinating topic in marketing. Creating a powerful brand is a way to differentiate a product. For the consumer, a brand facilitates the process of purchasing decision, indicating the quality of the product and reducing uncertainties. Since the retailers are recognized, and in some cases, very admired by consumers, why not extend their brands for products to be sold in stores with own brands? How can the food industry face this threat? Own brands increase the competition among the rice industries and improve the bargaining power of retailers.
Market leaders are also threatened by the rise of own brands sold in this segment as well as the second or third brand in the market, which are threatened by the cheaper price of own brands. What's left for the food industry? More concentration? Perhaps with a very well done market segmentation, the food industry may be able to explore the benefits of own brand and also to gain advantages in the supply of own brands to retailers.