July 27, 2016
We’ve got something fresh brewing at Target, and today, we’re finally ready to spill the beans…
Starting Aug. 7, we’re introducing an expanded assortment of Archer Farms coffee that features a number of bold new farm-to-cup improvements for our guests, business partners and the environment.
“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.”
From now on, Archer Farms coffee will stand for three things we know are important to our guests:
Stronger focus on fair and direct trade: Our assortment went from four to 32 fair or direct trade options (meaning Target is directly connected to a specific farm or network of farms). Fun Fact: Target was the first mass retailer to offer direct and fair trade coffee.
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 our 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.
Better taste: Thanks to our focus on fair and direct trade, we’ve 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.
Speaking of taste, we now have a total of 100 Archer Farms coffee items that’ll help you get your daily fix, sourced from the world’s four major coffee bean growing regions: Southeast Asia, Africa, South America and Central America.
To perfect our flavors, we engaged hundreds of guests and Target team members, asking them to test and rate the cups of coffee for texture, aroma and flavor. Now, our expanded assortment will: support fair/direct trade, feature organic and natural flavor options (Organic Cinnamon, Organic Caramel and Organic Cocoa Bean flavors are just a few of our faves!) and contain high-quality flavors and blends made from 100% Arabica coffee.
Not only will the new assortment taste better, it’ll look better too! We’re changing the design of our bags and boxes 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 you’ll know if it’s direct or fair trade, naturally flavored, light, medium or dark roast.
Get your mugs, pots and thermoses ready! The new Archer Farms assortment hits stores and Target.com starting Aug. 7. Which brew are you buying?
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