Dive Brief:

• Target has tapped former PetSmart Inc. VP of services Anne Dament, who once worked closely with CEO Brian Cornell at Safeway when he was CMO there, to head the retailer’s grocery business.

• Dament was at Safeway for about 10 years and also worked at Supervalu Inc. and ConAgra, giving her some two decades of grocery experience.

• Target is going full tilt with a revamp of its food business to offer more private label, organic and natural foods as well as groceries that appeal to a younger more urban consumer.

Dive Insight:

The move to totally change up Target's grocery unit—​announced last month—comes as Wal-Mart and others are closely eying their own food offerings.

The retailer's emphasis on more fresh and organic foods sounds positive and possibly smart, especially as Target continues to expand its smaller store footprint. These TargetExpress and City Target stores contain a heavy amount of grocery offerings, as the company strives to make these locations food destinations for guests that live nearby. CEO Brian Cornell has been cited saying that he also wants to revamp Target's food offerings to better reflect the retailer's brand and focus on the needs of younger customers. 

But it’s a major shift for Target. The move means major changes with some vendors as well as some consumers, and will take plenty of strategizing and marketing to make it succeed.