New Kroger site highlights local and emerging brands

Kroger Co. has announced the launch of a new website highlighting its role supporting local and emerging brands.

The “We Are Local” website provides information about local farms and brands that help to supply Kroger stores and also provides information to potential new suppliers.

“Kroger has always had a commitment to supporting small-business owners and local vendors,” Mike Donnelly, Kroger’s EVP of merchandising and procurement, said in a statement. “Our business has a track record of successfully blending centralized and decentralized decision making to promote local products while also enjoying economies of scale. Since Kroger’s day one, we have had a longstanding, 365-day-a-year commitment to support and source from local farmers, ranchers, food producers, wineries, breweries and product makers. There are tastes and products that are unique to every region.

“As America’s grocer, Kroger recognizes the importance of carrying local and regional brands that are meaningful to the nearly nine million customers served in its family of stores daily.  Kroger sources from thousands of local suppliers today.”

Kroger said its buyers continuously look for opportunities to purchase regionally that allow the company to expand its product portfolio for customers, stimulate the local economy and enhance product freshness. Sourcing locally also supports the company’s sustainability commitments, including its recently launched Zero Hunger | Zero Waste initiative.

“Kroger has led the way for over a decade in making local, natural and organic products more affordable and accessible to America — especially for shoppers on a budget,” Donnelly said. “We’ve always believed that our customers shouldn’t have to pay higher prices just because a product is local, natural or organic. There are a lot of headlines about making local, natural and organic foods more affordable. The truth is, we’ve always been affordable. That’s why we developed our Simple Truth brand, which today is the biggest natural and organic brand in the country by volume.”