"This opportunity isn't just about showcasing our brand on Target shelves nationwide," said Reba Hatcher, chief commercial officer at ButcherBox. "It's a major signal in the increasing demand from consumers for healthier meat and making better meat accessible at a larger scale coupled with the buy-in from Target as a retailer leaning into health and wellness in a bigger way by curating this product offering."

The launch aligns with Target's commitment to expanding its wellness-focused offerings. For ButcherBox, the fresh products, while distinct from the brand's frozen subscription offerings, address a key consumer behavior around grocery shopping. While online grocery shopping grew in popularity in 2020, nearly 60% of Americans still make an average of 2.1 household trips to the grocery store per week, according to ButcherBox data.

"When we think about helping consumers solve the 4 p.m. question of, 'what's for dinner?', we know having a retail presence and a non-frozen product is a key driver of ButcherBox becoming the answer to that question on a broader level," said Hatcher. "Whether a Target customer is seeing the ButcherBox brand for the first in the meat case, or a ButcherBox customer is stocking up in between their next delivery, this selection of products will aide in the dinner time dilemma most families face."

Earlier in 2025, ButcherBox launched on Target Plus, the company's third-party, curated digital marketplace, with a goal of getting intentionally sourced protein into the homes of more Americans while also eliminating the subscription barrier. The marketplace presence gave ButcherBox a deeper understanding of the Target shopper and the insight to develop a unique selection of products to meet these customers in store.   

ButcherBox saw revenue for its subscription-based business exceed $570 million in 2025, more than 10% year-over-year growth. Since being founded in 2015, ButcherBox has delivered more than a billion meals to nearly two million households.

Source: ButcherBox