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Kroger targets sustainability


As part of its new 'Sustainability Lives Here' campaign and the latest development of its 2020 Sustainability Goals project, Kroger is offering customers digital coupons targeted towards sustainable products.

New website to support the program and broader sustainability initiatives

The digital coupons are being made available at a new website to support the programme, They are targeted towards certified products such as Fair Trade, Rainforest Alliance, Forest Stewardship Council, along with organic and natural products across its departments. The website also provides customers with an in-depth look at the retailer's sustainable supply chain initiatives and recipe ideas based on environmentally friendly products. It also provides customers with ideas around reducing food waste and eating well.

Aligns with Kroger's corporate sustainability focus

The campaign is being launched to coincide with Earth Month, and aligns with Kroger's corporate sustainability focus, 2020 Sustainability Goals. This includes a goal of zero waste designation by 2020. The retailer is also running a number of programs to optimise private brand packaging and improve transport efficiency by 20% by 2020. This initiative will help Kroger to raise awareness of its sustainability-focused products and enhancing its credentials in this area.