It’s easy to get caught up in the sheer size of Kroger Co. The Cincinnati-based retailer has nearly 2,800 stores in the U.S., and half a million employees.

The company wants to remind consumers it has a heart, too, with a new site – -- aimed at revealing the softer side of the supermarket giant.

“We believe customers, associates and other stakeholders are increasingly making decisions about where to shop, where to work and who shares their values based on how well they understand the ways a company makes a difference for their people, communities and the planet,” says Jessica Adelman, group vice president of corporate affairs for Kroger Co, in a news release. “And in this equation, we believe that stories – credible, authentic human stories – matter more than perhaps anything else.”

The site features stories produced by freelancers and Kroger that share people, innovative projects and ideas that are “changing the way we eat, drink, and think about food,” the company says.

It features both long form and short form content, including video and photo storytelling.

Currently, stories like Kroger’s longest-serving associate, turning food waste to electricity, international flavors, and a “day in the Kroger food styling studio” are featured, among others.

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