This past week Kroger, announced that Houston, Texas shoppers will find new lower prices on thousands of popular food and household items along with a renewed emphasis on shopping experience, fuel discounts, local products and community relations.

“We’re a strong brand and company but we’ve achieved that status because we’re always looking for improvement opportunities. Kroger currently serves 820,000 households every week in the Houston area with 107 locations but we’re eager to expand those numbers,” says Bill Breetz, president of the Kroger Southwest Division. “We know that price is important to every customer, and at times, can be a deciding factor where to shop. With our Refresh initiative, we’re making a multi-million dollar investment to reduce prices across the store and reengaging our employees to offer highly-satisfied customer service.”

Through the new investment, Kroger has lowered prices on items customers purchase most frequently ranging from natural and organic foods to fruits and vegetables to grocery and household staples. National and Private Brands are included in the widespread price reduction.

For years, Kroger has supported locally produced and sourced products to help strengthen our economy and community while minimizing the company’s environmental footprint. Kroger has a year-round commitment to supporting Texas farmers, ranchers, food producers, wineries and breweries. In stores, shoppers can now find shelf tags that read “From Texas for Texans” promoting local products.

To Kroger, local also means supporting communities and neighborhoods. Kroger Community Rewards is a new $1.5 million fundraising program supporting schools, non-profits and faith-based groups in Texas and Louisiana. Organizations and their supporters can enroll in the program using their Kroger Plus Card to earn funds. Every time an enrolled customer shops, they help their charity of choice raise money.