Fifty2, The MPB Project: Target – Archer Farms

Target Archer Farms - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The Fifty2 The MPB Project Logoweekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.

To submit a brand for consideration please email christopher@mypbrand.com

Archer Farms
Over the last ten years of the modern Private Brand era, multi-tiered private brand portfolio architectures at American grocers have emerged as the strategy of choice. However the strategy is typically focused on merchandising needs and the labels that emerge rarely rise to the level of brand. One rare exception is Minneapolis based big-box retailer Target’s premium and specialty foods brand, Archer Farms.

The brand eschews the derivative black-based package design and generic Select/Signature naming in favor of an ownable brand design anchored by an oval logo, rich green textured background, color bars in complimentary colors that simplify product selection and professional photography that reinforces the buying decision. The name, Archer Farms, gives a playful wink and a nod to the Target Bullseye while leveraging “Farms” to create relevance in the category.

Archer Farms has consistently committed itself to bringing packaging innovation and unique flavors to Target customers. Highlights over the last few years have included the much awarded cereal packaging and the addition of a zipper seal to potato chip bags. New tastes and flavors run the gamut from Chicken Vindaloo in box meals to Maui Onion Homestyle Kettle Cooked Chips.

In 2010, Target launched the sub brand Archer Farms Simply Balanced, which takes the guesswork out of eating right.  By providing better-for-you, high-quality options that taste great, Archer Farms Simply Balanced helps Target customers make better choices about the food they eat.

Brand: Archer Farms
Brand Focus:
Premium Food
Retailer:
Target
Headquarters:
Minneapolis Minnesota
2011 USA Retail Sales:
$68,466,000
2011 Stores:
1,763

To submit a brand for consideration please email christopher@mypbrand.com



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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.