\"BEFOREAFTER-AFCoffee-Redesign-Cropped23-copy\"Starting Aug. 7th, Target is introducing an expanded assortment of Archer Farms private brand coffee that features a number of bold new farm-to-cup improvements for their customers, business partners and the environment.

\"AFCoffee-Redesign-Cropped8\"The new assortment not only tastes better; it will look better too! Target has updated the package design to feature more than 50 unique pieces of art that represent the region where the coffee was grown or the type of coffee in the package. The new designs help present product names, flavors and key product attributes more clearly than ever before so customers will know if it’s direct or fair trade, naturally flavored, light, medium or dark roast. The move significantly evolves the package design strategy; it should be interesting to see how this impacts other categories in the Archers Farms product portfolio.

“We know that our guests are paying more attention to where their food and products come from and the impact they have on the environment,” said Amanda Irish, vice president, Owned Brands. “As we evaluated the Archer Farms coffee assortment last year, we thought it could be even better, so we decided to overhaul the assortment from farm to cup.”

\"REGIONAL-AFCoffee-Redesign-Cropped4\"From now on, Archer Farms coffee will stand for three things:

Stronger focus on fair and direct trade: The assortment went from four to 32 fair or direct trade options (meaning Target is directly connected to a specific farm or network of farms). Target was the first mass retailer to offer direct and fair trade coffee.

\"FLAVORS-AFCoffee-Redesign-Cropped6\"Deeper commitment to the environment: Single-serve coffee pods have been redesigned using Real Cup technology to include BPA-free translucent packaging—the first of its kind at mass in the US. And all of the single-serve pods benefit Waterwise, a clean water non-profit organization committed to cleaning the water supply in Ethiopia through creating sustainable and innovative wet mills.

\"AFCoffee-Redesign-Cropped12\"Better taste: Thanks to the focus on fair and direct trade, Target has improved the bean quality and will now offer 12 coffees with all-natural flavoring—something that isn’t widely available in today’s market. And the assortment features ground, bagged coffee and single-serve pods.

With this move Target now has 100 Archer Farms coffee items, sourced from the world’s four major coffee bean growing regions: Southeast Asia, Africa, South America and Central America.

To perfect the flavors, Target engaged hundreds of customers and team members, asking them to test and rate the cups of coffee for texture, aroma and flavor. Now, the expanded assortment will: support fair/direct trade, feature organic and natural flavor options and contain high-quality flavors and blends made from 100% Arabica coffee.


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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.