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PHOTO BY MARTY WHITACRE
nati, Kroger was dealing with the aftermath of several tornadoes that had touched down in the Greater Cincinnati area. According to director of external corporate communications, Keith Dailey, teams were put into place to evaluate community needs and work to provide non- perishable donations to victims.
All divisions offer grassroots fundraising opportunities. Kroger empowers its customers to choose where the money will go, allowing a percentage of their grocery spending to be credited toward organizations tied to their inter- ests. “It’s all returned to local communities, elementary schools, food pantries, girl scouts, soccer teams, and it’s very meaningful,” says Ausdenmoore. Overall, these efforts raise about $40 million annually.
Locally Grown
In addition to reaching out to local charities to support Kroger’s many communities, the corporation also sees its engagement with local farmers as part of its sustainability mission.
“We’re all touching sustainability these days,” says Carl York, public affairs leader for the Mid-Atlantic marketing area, which com- prises all Kroger stores primarily in North Carolina, parts of South Carolina and West Vir- ginia. “The whole locally grown business for us is about supporting farmers and helping neigh- bors, especially in a tough economy.”
“Promoting local resonates well with our customers, builds loyalty and we get the added bump of sustaining the community,” he says. “How great it is for our own associ- ates, who are so proud that we carry local products? There is something magical about that kind of involvement. Sometimes that gets overlooked,” he continues.
“Produce is our crown jewel, and nothing says fresh better than local produce. At the same time, we’re not interested in partnering just to partner. It has to be great quality at a great price, and we make sure product is within a certain area, tells a story and is mean- ingful to the shopper. After all, in our business
At Kroger’s Harper’s Point store, the focus on perishables and
produce is strong among the associates who represent the pulse of the community. Pictured from left to right are: Peggy Jones, salad bar manager; Terry Coughlin, store manager; Kayla Hall, nutrition associate, Alex Crocker-Lakness, produce associate; Ruth Krekeler, salad bar associate; Lucie Walker, produce manager; Phally Chen, assistant produce manager; and Tim Stullenberger, produce associate.
36 PRODUCE BUSINESS • MAY 2012


































































































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