Margins grow on Archer Farms

Target’s premium private brand Archer Farms took top billing this week where it was featured on the cover of the weekly circular with a 15% discount on all food and drink items. The promotion was also called out in stores, where products are featured on endcaps and called out with signage. Even with a 15% haircut, Archer Farm’s prices afford Target healthy margins and enable the company to offer customers a premium product at a compelling value. The promotion also beats Walmart to the punch, as it is due to re-launch its Great Value private brand later this month and will surely put marketing dollars behind demonstrating how Great Value helps customers save money so they can live better.