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Target Ups Organic Offering

The company wants to make it easier for its customers to find what it calls “better-for-you products.”

Target wants to make it easier for its customers to find what it calls “better-for-you products.”

The mass retailer is expanding its selection of natural, organic and sustainable brands under the “Made to Matter” umbrella.

The “Made to Matter — Handpicked by Target” collection is comprised of 17 leading natural, organic and sustainable brands. Target is making the products more accessible to consumers. Merchandise will be available throughout the store, both in the products’ usual aisles and as part of displays for the collection. Select products also will be available on target.com and Target’s mobile app.

“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 at Target Corp. “We’re taking the guesswork out of buying better-for-you products by bringing together 17 trusted brands.”

Organic products are becoming increasingly popular. According to the Organic Trade Association, the U.S. organic industry grew 9.5 percent in 2011 to reach $31.5 billion in sales in 2012.

“Made to Matter” brands include Annie’s Homegrown, Burt’s Bees, Chobani, Clif Bar & Co., Ella’s Kitchen, Evol, Horizon Organic, Hyland’s, Kashi, Method, Plum Organics, Seventh Generation, SheaMoisture, Target’s Simply Balanced, Vita Coco, Yes To and Zarbee’s Naturals. “The Made to Matter” collection includes all products now offered at Target by the participating brands and at least one new exclusive item from each brand.

There will be more than 120 new and limited-time exclusive “Made to Matter” products. They range from first-to-market product designs and innovations to new scents and flavors.

“Made to Matter” was first introduced in Target stores at the end of March. New “Made to Matter” products will be added throughout the spring and summer, with the complete collection available by September.