In case you didn't already know this, Archer Farms is SuperTarget's line of grocery products. As Target's goal is to provide stylish, high-quality goods at reasonable prices, this is a great example of branding and positioning. The Archer Farms logo and packaging gives the products a natural and premium feel, even though they are very affordable. You may think that Archer Farms is just a case of cool packaging, but there's more to the story. I just bought a bag of Archer Farms Jalapeno Cheddar potato chips and they are AMAZING. While it is debatable whether or not they are really cooked in "small batches" like it says on the bag, these chips sure do taste like it. I will definitely be getting more of my groceries from SuperTarget/Archer Farms in the future. A couple more good experiences like this and I'll be an Archer Farms groupie.