Target launches private label organics line

U.S. retailer Target launches Archer Farms, an organic private label line available exclusively via the retailer’s 162 SuperTarget hypermarkets and a selection of ‘traditional’ Target discount superstores. The produce department of SuperTarget has been certified organic by the U.S. Department of Agriculture (USDA), meaning that it’s committed to purchasing via USDA’s guidelines to protect the products’ organic integrity.

Archer Farms includes items from whole-grain pizzas, pastas and complete dinners to dairy products, fruit strips and juices. New products will be added to the assortment on a regular basis. In addition, Target and SuperTarget will also offer hundreds of national organics products to its customers. “Target is committed to healping guests see the value of organic products and their role in maintaining a healthy lifestyle”, Target’s senior VP Greg Duppler said in a company statement.

Discounters like Target and Wal-Mart are boosting sales of organic foods. Wal-Mart plans to have over 400 organic items on its shelves and Whole Foods Market – the U.S. leading natural-foods grocer – increased its revenues by over 20 per cent in the last five years. According to the Organic Trade Association sale sof organic foods increased to US$12.2bn in 2004, from US$1bn in 1990.