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ELF

Right on Target

February 18, 2013

Brands, Enjoy Life Company News

A couple of weeks ago, we had a meeting at Target headquarters in Minneapolis. Target is a great partner of ours, and we were both pleased and honored to be invited in to share our thoughts on the Free From category and where we see it headed in the next 24 months.

There is nothing like visiting Minneapolis in the dead of winter. The day that we were there the high temperature was 2 degrees, with the wind chill hovering around -17. While it is true that you can walk the whole downtown without ever going outside (the buildings are connected by overhead walkways and tunnels to allow its citizens to survive the winter), once you leave the downtown area, outside is not a choice but a necessity. We survived.

Back to Target. In their lobby they have a set of 6 ft. high, 3 ft. wide permanent displays illustrating the tenets of their business. A greatIMG_4259 way to make sure all Target team members as well as suppliers are constantly reminded of the values and mission of the company.

One particular statement struck me more than others.

“We’re Fast, Fun, and Friendly” 

It went on to say, “its not just how we act, it’s how we are. It’s an energy we create. It’s our mantra. It’s in our DNA.”

I love this. “It’s in our DNA”. This is what makes a great company. A lot of companies can act like they love what they are doing. They can act like they love their customers. They can act as if they are on a mission to be the best, and act as if they are having fun doing it. But for many, it is simply that. An act. Eventually those companies falter.

Yet when its in the DNA of the company, the company will prosper. The brand will dominate. You can’t clone DNA; you can only create your own.

Target owns their cache because Fast, Fun and Friendly is in their DNA. We are fortunate to be able to learn from them.

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7 Responses to “Right on Target”

  1. Kristin Beltaos Says:

    Great to hear you survived the weather. Next time you’re in Minneapolis, let me know and we can meet up for lunch or dinner. Yes! Love Target, love Enjoy Life, but the weather not so much. Hopefully your next trip is in the spring, summer or fall.

    Reply

  2. Mary Says:

    I’m glad that Target is a friend of Enjoy Life. (We sure are in our house!!!) However, I wish Target would become a friend of kids with food allergies/anaphylaxis. Since my son’s last anaphylactic reaction three years ago, our family has gone from Target devotees to Target avoiders. The reason? Any family with young children, can tell you how integral to the shopping experience the snack bar is. Lunch, a quick snack, a dinner on the run – it is the heart of Target for a family. For a family with a child who is seriously allergic to nuts it is a frustration and an exercise in exclusion. For one of many examples, they sell kids meals, but all of the side dishes state on the package that they are may contain peanuts. Yes, even prepackaged carrots and apples in the snack bar say they contain peanuts at Target. I have to pay for the carrots or apples and then throw them away. They won’t allow a substitution. This, along with many other items in their snack bar, sends a strong message and our family received the message loud and clear. If you can influence Target culture and DNA to INCLUDE and VALUE our families, then you will have changed an important piece of the world for kids who face exclusion every day.

    Reply

    • Joel Says:

      Mary, thanks for your comments. Well presented. I can share this with you; Target is committed to better understand the needs of families with gluten intolerance, Celiac disease, and families who love their daily lives with food allergies. As is true for many large companies, these things take time. But I can assure you that this is 100% on their radar screen, and they are making major decisions towards meeting the needs of all families living with food intolerances and allergies. That said, I will absolutely share your thoughts with them.

      Reply

      • Mary Says:

        Thanks for the response. Please do share with them that fresh carrots and apples that contain only fresh carrots and apples should be the first change to show that our kids are valued. The second change? Enjoy Life products in the treat area of the snack bar (chocolate chewy bars!!!), so kids like mine can choose a treat they love. I’ve been to that Target a few times – its beautiful. Glad to know that allergies are on their radar.

        Reply

  3. Sandra Says:

    Target stores will be opening across Canada this year and I’m very happy to hear that they carry Enjoy Life products! This is very exciting as it means another Gluten Free shopping option.

    Reply

    • Joel Says:

      We too are excited about Target’s entry into Canada. However, they do have a separate buying office for Canada so there is no guarantee that the same products that are carried in US will be in the Canadian stores. We are working on it, but the more consumers that request it, the better. Thanks for the great support.

      Reply

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