Will Target’s new organics venture matter to consumers?
Target, when it is not getting bad press for data breaches, is known for working with designers to create unique products at price points that a large percentage of the population can afford. Now, the retailer is looking to apply the same principle to a program called "Made to Matter – Handpicked by Target," which brings together 17 natural, organic and sustainable brands to introduce new items in partnership with the retailer.
The collection will cover categories including baby, grocery, health and beauty care and household products. Each brand working with Target will debut at least one new item to be sold exclusively in Target. In total, there will be 120 new and limited-time exclusive products in the Made to Matter collection. The chain began adding the items last month and will continue to roll out more until the complete collection goes on display in September.
Manufacturers participating in the program include: Annie’s Homegrown, Burt’s Bees, Chobani, Clif Bar & Company, Ella’s Kitchen, EVOL, Horizon Organic, Hyland’s, Kashi, Method, Plum Organics, Seventh Generation, SheaMoisture, Vita Coco, Yes To and Zarbee’s Naturals.
"Our guests are looking for products they can feel good bringing home without sacrificing price and performance," said Kathee Tesija, executive vice president, merchandising and supply chain, Target, in a statement. "We’re taking the guesswork out of buying better-for-you products by bringing together 17 trusted brands."
- Target Introduces Made to Matter –Target/YouTube
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Will Target’s “Made to Matter” program improve its reputation among consumers of organic and natural products? Will it ultimately provide Target with a competitive point of difference in the retail marketplace and drive sales at the chain?