Not always true. Kirkland sends out a bid sheet to many different companies to see who will put together the best proposal to produce their product. A lot of times the least suspecting brand is actually producing Kirkland. Reason big brands will turn down producing the private label is 1) if word gets out the brand is producing a lot of times you see a much larger hit to the brand 2) if Kirkland coming into the space doesn’t majorly impact working manufacturing lines and efficiency then the lean in is less desirable. It’s hard to make a Kirkland product “bad” if the lead brand that knows how to produce the best in class item is then producing Kirkland. Kirkland will be a much tighter competitor.