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The Food Institute Blog

The Food Institute Blog

Target Expands Food Offerings by Going Organic
Posted on March 02, 2015 by Bryan Wassel

Dealing with falling consumer interest, Target plans to reignite the spark with a makeover for its grocery department. The offer more organic and natural products, making up for ground lost after it focused too heavily prices and in expanding its standard grocery offerings, according to CEO Brian Cornell, reported Minneapolis Star Tribune.

One area where the company will try to win over new consumers is baby food, where the company seeks to have organics account for 60% of sales in two years. About 40% of the category's sales are currently organic.The move was preceded by Cornell's new approach to finding the right trends, which included visiting a Target location incognito and speaking with local mothers about what they feed their children, reported Fortune.

One of Cornell's stated overall goals is improving the company's focus, paring back unsuccessful lines. At the same time he plans on differentiating the chain's offerings in the most important categories. The company is also putting a focus on continuing the build smaller locations in cities and developing its online presence, tapping into other current consumer trends.

 

About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.

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