PFresh is Private Brand Fresh for Target

An interesting press release was published by  Minneapolis based retailer Target focuses on their edible Private Brands including: Archer Farms, Market Pantry, Sutton & Dodge Steakhouse Quality Angus Beef, Choxie and the oft ignored Wine Cube. The release focuses on offerings and telling consumers about the expanded food set at the concept Target PFresh stores.  At these PFresh Target locations, guests will find a selection of fresh produce, meat and baked goods – making fresh groceries even more accessible and convenient.

If you would like to learn more about Target’s Private brand strategy please join me at the 2010 Private Brand Movement Conference in Chicago. The conference will be held September 27-29, 2010 at boutique riverfront hotel the Hotel Sax. Annie Zipfel, Director of Owned Brands at Target will present “The Re-launch of UP & UP: Moving from a Label to a Brand.”

My Private Brand Readers may register with the code MYPBRAND and save 20% off standard rates.

The following excerpt from the release details the Target food Private Brands.

Archer Farms
Archer Farms is a premium, affordable brand of groceries found throughout Target stores.  The Archer Farms brand offers superior-quality products, including a wide variety of premium groceries, fine cooking ingredients, organic food choices, European-style baked goods and frozen appetizers and pizzas.  All products in the Archer Farms collection contain zero grams of added trans fat, offering guests more choices to meet their nutrition needs.  From ready-to-cook meals, breads, juices, tortilla chips and salsa to wild-caught Alaskan salmon, imported olive oil and pasta, the exclusive Archer Farms collection features food products with innovative and unique flavor combinations created from premium ingredients from around the world.  Target also offers Archer Farms Simply Balanced, an extension of the premium Archer Farms food collection, which takes the guesswork out of eating right.  By providing better-for-you, high-quality options that taste great, Archer Farms Simply Balanced helps families make better choices about the food they eat.

Market Pantry
The Market Pantry collection offers the quality of a national food brand at the fraction of the price.  Families on a budget can easily and inexpensively stock their cupboards with Market Pantry snacks, cooking ingredients and drinks.  By offering the basics such as cheese, flour and sugar, Market Pantry goods are ideal for the guest who loves to cook from scratch.  But even if cooking is not your specialty, Market Pantry offers something for everyone, including filtered and flavored bottled water, and a wide assortment of cheeses, milk, cereal, eggs, poultry, seafood, fruit snacks and granola bars, frozen fruits and vegetables and ice cream.  For on-the-run families, convenience is key with Market Pantry pizza, cakes and desserts, sandwich and bakery breads, pre-sliced deli meats and shredded barbeque meats in re-sealable containers.

Sutton & Dodge
Sutton & Dodge, a SuperTarget exclusive, delivers a full menu of perfectly marbled, premium quality USDA Choice Angus beef that’s naturally aged, hand-trimmed and found in the best steakhouses – at a fraction of the price.  Offering a variety of cuts such as filet, strip, rib eye and t-bone steaks and roasts, SuperTarget guests will be delighted to prepare and serve Sutton & Dodge Angus beef dinners to friends and family on any occasion.  Sutton & Dodge also offers butters, sauces and rubs to add a distinguished flavor to any dinner.

The Choxie collection is crafted using the finest ingredients, including fruit, exotic spices, fragrant teas and the highest-quality cocoa.  Wrapped in whimsical, brightly-colored packaging, Choxie chocolate varieties include a Signature Collection, Single Origin tasting kit and a Chocolate Bar Collection featuring raspberry lemon biscotti, key lime truffle and coconut truffle flavors.

Wine Cube
Target Wine Cubes offer delicious, high-quality wine without the high prices, broken corks, limited shelf life and fragile glass packaging typical of bottled wine.  Target offers guests the opportunity to experience the Wine Cube in a number of varietals, including Merlot, Chardonnay, Cabernet Sauvignon, Pinot Grigio, Sauvignon Blanc, Cabernet/Shiraz blend, Red and White Sangria and Riesling.  Many of the varietals are award-winning, including the Cabernet Sauvignon Wine Cube which won a gold medal in the 2010 San Diego International Wine Competition.

Wine Cubes are available in three sizes: 3-liter equivalent to four bottles of wine, 1.5-liter equivalent to two bottles of wine and a 4-Pack in which each single serve holds a bit more than a glass of wine.  Guests can find the Wine Cube at more than 980 Target and SuperTarget stores that sell wine.

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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.