Target and SuperTarget Introduce Private Label Organics Line

29/09/06 As consumer demand for organic product grows, Target and SuperTarget stores are introducing a private label organics line offering guests a one-stop-shopping experience for their grocery needs. Target guests no longer have to choose between organic and affordable prices. The Archer Farms brand, exclusive to Target, will include a variety of organic groceries complementing the core line of popular items that Target guests know and trust. In addition, the produce department at SuperTarget is now certified organic by the U.S. Department of Agriculture (USDA), offering superior quality and prices on produce such as strawberries, apples, and other fruits and vegetables found in nearly everyone's home.

Becoming certified organic means that SuperTarget is committed to purchasing and selling products according to specific guidelines set by the USDA, to protect the integrity of these products from vendor to shopping cart. By adhering to strict USDA compliance guidelines, Target is demonstrating its commitment to providing the highest quality products to their guests. Guests shopping for organic produce at Target will have clear indication that their produce is maintained according to the highest USDA organic standards.

"People want to know more about organic products and where to best spend their money on them," says Dr. Susan Mitchell, registered dietitian and SuperTarget Health and Nutrition Expert. "Target provides their guests with product choices for the whole family; products that enhance their lives in an affordable and accessible way. When it comes to feeding your kids, certain conventional choices are fine, but parents should be informed on where organic is the better bet. With the new Archer Farms organic product, Target has made it easy for parents to make better decisions on what to feed their families."

Affordable products from the Archer Farms organic collection will include a range of items, from whole-grain pizzas, pastas and complete dinners to dairy products, fruit strips and juices. The collection will continue to expand with new product introductions on a regular basis. Products are available exclusively at SuperTarget stores nationwide, and at select Target stores. In addition, Target and SuperTarget stores will continue to offer hundreds of national organic products to meet all the needs of their guests.

"Target is committed to helping guests see the value of organic products and their role in maintaining a healthy lifestyle," says Greg Duppler, senior vice president, Target. "We want our guests to have one-stop access to the healthy products they need without sacrificing the convenience and value that Target consistently delivers through our owned brands."

Recently Target and Harris Interactive conducted a survey among American families and found that consumers are confused about how to shop for organic foods. For example, one-third (34 percent) of consumers surveyed believe that organic foods are superior to non-organic foods, but nearly two-thirds (61 percent) want to be better informed on the value of where it pays to buy organic.