Target’s Archer Farms Coffee to be 100% Sustainable by 2022

    Minneapolis based Target has committed 100% of its private brand Archer Farms coffee to be certified sustainable by 2022 according to the Fair Trade USA standard or an equivalent. In collaboration with Fair Trade USA, they will partner with suppliers who meet Fair Trade social, economic and environmental standards, ultimately striving to enable coffee farmers to receive better prices and invest in their communities.

    This announcement comes at a pivotal moment for coffee farmers around the world who have been struggling with low C-Market prices.  The unstable coffee market has millions of producers looking for the price assurances and community development funds provided by the Fair Trade model.

    Ben Zwerling Baltrushes, Vice President of Coffee at Fair Trade USA

    “We are humbled by and deeply grateful for the commitment brands are taking in support of coffee-growing communities at a time when farmers need it most,” said Ben Zwerling Baltrushes, Vice President of Coffee at Fair Trade USA. “In order to ensure the future of coffee, we must come together to create a sustainable market for the hard-working farmers that make it possible.”

    “Growing coffee for a farmer at this moment is not sustainable at all,” said Lenin Tocto Minga, Commercial Agent at the APROCASSI Coffee Cooperative in Peru.  “Farmers are very committed to growing coffee, but they are quickly losing hope. They are effectively losing money every day with these (current market) prices.”

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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.