Look out Starbucks, Here comes Target, too!

Archer Farms Coffee

On Valentine’s Day I made a last minute swing through Target, to pick up a card for my wife and she loves Reese’s, so I was hoping to find a valentine related Reeses. I found both at ran across a truly spectacular whole bean coffee. Archer Farms Target’s premium private label brand was featuring the 2008 Cup of Excellence Winner “Guatemala La Benedicion” for $14.99 a pound.  Almost $5.00 more than the average price of a pound of Starbucks. Amazing

Target bought the #2 and #3 highest-rated lots from the Guatemalan Cup of Excellence. These are single-origin coffees from the La Bendicion and San Guayaba estates. In addition they took it to the next level with a elegant tin that not only portrays the Archer Farms brand well but helps to validate the quality and price of the coffee.

My wife love’s a good cup of coffee so I splurged and brought home a tin, along with the card and the Reese’s and it tastes great.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.