Target makes 'farm-to-cup' coffee improvements

Target will introduce an expanded assortment of its Archer Farms private label coffee, Aug. 7, featuring what it calls "farm to cup" improvements for shoppers, 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, VP of owned brands for Target, in a statement. “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.”

As part of the changes, the coffee line will have a stronger focus on fair and direct trade; a deeper commitment to the environment; and better taste. 

Target’s assortment is going from four to 32 fair or direct trade options, meaning that Target is directly connected to a specific farm or network of farms.

Its single-serve coffee pods have been redesigned to include BPA-free translucent packaging. All single-serve pod sales will benefit Waterwise, a clean water non-profit organization committed to cleaning the water supply in Ethiopia through creating sustainable and innovative wet mills.

Target has also improved its bean quality and will now offer 12 coffees with all-natural flavoring — something that isn’t widely available in today’s market, according to the retailer. And the assortment features ground, bagged coffee and single-serve pods.

Bags and boxes of the coffee will also be redesigned and feature more than 50 unique pieces of art representing different coffee-growing regions. 

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