Target Pushes Private Label Organics

MINNEAPOLIS -- As consumer demand for organic product grows, Target and SuperTarget stores are hearing the call, and loading up with new private label organics.

"Target is committed to helping guests see the value of organic products and their role in maintaining a healthy lifestyle," said Greg Duppler, Target's s.v.p. "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."
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Target's new proprietary Archer Farms organics brand will headline the effort, with a variety of organic groceries complementing the core lines of national brands.

"People want to know more about organic products, and where to best spend their money on them," said Dr. Susan Mitchell, registered dietitian and SuperTarget's health and nutrition expert. "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."

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, Target said. In addition, Target and SuperTarget stores will continue to offer hundreds of national-branded organic products.

The chain also said the produce departments in SuperTarget units are now certified organic by the U.S. Department of Agriculture.

Target operates 1,443 stores in 47 states nationwide.
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