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As you stand in front of the shelf of cereals, you may be overwhelmed by the numerous alternatives: some products tell you they are "fat-free", others that they are "all-natural", and the supermarket's house brand is next to the top brand that you usually pick.

A major producer, the association provides milk for brands including Nestlé, Costco’s Kirkland label and Safeway’s house brand Lucerne through its marketing arm, Darigold.

Elsewhere, a poster of Messi stands tall in a shopping mall, announcing the imminent arrival of a coffee house brand that sponsors Argentina’s national team.

He was there on behalf of the national drugstore chain Walgreens to ensure that the factory, which made the company’s house brand of beef jerky, was safe and free of labor abuses.

A major producer, Darigold also supplies McDonald’s and Nestlé and processes Safeway’s house brand Lucerne.