April is here, and Earth Month is officially underway. Minneapolis-based retailer Target continues to invest in sustainability and commit to using natural resources responsibly. As part of that commitment, the retailer plans to do their part to keep the world’s forests healthy.

Last fall, Target introduced their responsible sourcing aspirations, including a commitment to sourcing wood-based products from well-managed forests. This week, they shared the details of their new forest products policy. The policy will help Target work toward their long-term aim of sourcing all of the wood, paper, paper-based packaging and wood-based fiber used in Target’s Private Brand products from forests that are well-managed and credibly certified—and whenever possible, from post-consumer recycled materials.

Along with the new policy, Target has announced their first goal, focused on several of Target’s Private Brands:

GOAL: These Target brands will be fully compliant with their forest products policy by the end of fiscal year:

2018: Spritz
2020: up & up, Pillowfort, Cat & Jack
2022: Threshold, Smith & Hawken

“Target is proud of our commitment to sustainability and healthy communities,” says Kelly Caruso, president, Target Sourcing Services. “We believe this policy is an important step in our journey as a responsible corporate citizen.”

As the work continues, Target will report on their progress each year in their Corporate Responsibility Report. And because the product assortment is always changing, Target will continue to iterate, update and set new goals as needed.

This new forest policy is the second major step in Target’s journey to reduce their supply chain’s impact on deforestation. For example, in 2015, the retailer committed that all palm oil in Target’s Private Brand food, personal care and household cleaning products would be fully traceable and sustainably sourced by 2018 or sooner. And in the future, the retailer will move from raw materials into commodities such as beef and soy, looking for ways to support this ambition of zero net deforestation—in other words, having as little negative impact on the world’s forests as possible.

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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.