Kroger Launches Sustainability Lives Here

In celebration of Earth Month, The Kroger Co. is highlighting its commitment to sustainable practices through its annual Sustainability Lives Here event. Sustainability Lives Here, running now through May 5, features $100 in digital coupons on sustainably-produced products and information about ways customers can extend food life, minimize food waste at home and much more.

“Sustainability Lives Here is a platform that makes it easy for customers to participate in our sustainability programs and commitments, including Zero Hunger | Zero Waste,” said Lisa Zwack, Kroger’s head of sustainability.

Customer insights illustrate that a growing number of shoppers want to make better, more informed purchase decisions. The story behind a product has become a motivating factor for many customers.

Kroger offers thousands of sustainably-sourced and -produced products in its stores and through its e-commerce channels, including its own Simple Truth private brand, which offers a growing assortment of Fair Trade Certified products like coconut, coffee, sugar and tea and leads the private label grocery industry in Fair Trade offerings. Members of Kroger’s Simple Truth® team recently traveled to the Philippines to visit several of its Fair Trade Certified coconut farms to see its community investment partnership in action, including how the company is enhancing meal programs for local school children.

“Kroger is committed to responsible sourcing throughout our supply chain and having a positive effect on our communities and our planet,” continued Ms. Zwack. “Sustainability Lives Here makes it easy for customers who share this passion to discover and try eco-friendly items they can feel good about.”

During the three-week Sustainability Lives Here event, more than 50 sustainably-produced brands are offering Kroger customers more than $100 in combined digital coupon savings. For every digital coupon that is redeemed through the program, Kroger will donate the equivalent of one meal to Feeding America, up to one million meals.

In September 2017, Kroger introduced its Zero Hunger │ Zero Waste social impact plan, aiming to end hunger in the communities it calls home and eliminate waste across its company by 2025. Kroger continues its inaugural work with long-standing partners  Feeding America and World Wildlife Fund (WWF) to help the company achieve this vision.

Kroger will publish its 2018 sustainability report later this spring.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.