The Origin of Archer Farms Hummus Revealed!

Target HummusThis is the second in a series of videos from Minneapolis retailer Target; we featured the first last month in the story “Behind the Scenes of Archer Farms Coffee”. This time travel and food photographer Penny De Los Santos reveals the origins of Archer Farms hummus and once again she not only tells a Archer Farms brand and quality story she does the unthinkable and not only reveals the manufacturer but celebrates them:

“We are here today to meet the founders of Tryst Gourmet, they partner with Target to create these really distinct, unique flavors for Archer Farms. These guys are super enthusiastic about hummus.”

In one fell swoop Target has destroyed the “private” in Private Brand and revealed the confidence of a true national BRAND. BRAVO!


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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.