Kroger aims to boost sales of perishables – including seafood – with its new brand transformation campaign, dubbed “Fresh for Everyone,” and via its e-commerce offering with Ocado.
The new logo and branding campaign for the Cincinnati, Ohio-based retailer is “inclusive, clear and memorable and supports our vision of serving America through food inspiration and uplift,” Kroger Executive Vice President and Chief Operating Officer Mike Donnelly said in a press release.
"Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat. Kroger's winning combination of assets puts our team in a unique position to deliver fresh … for everyone,” Donnelly said.
In addition to the new campaign, Kroger is expected to increase seafood sales by promoting seafood sourcing transparency, Retail Insights President and Founder Jay Jacobwitz told SeafoodSource.
“Millennials and younger generations are particularly motivated to purchase foods sourced sustainably, and Kroger is being proactive in this area,” Jacobwitz said.
Nine years ago, Kroger required all of its farmed seafood to be sourced from Best Aquaculture Practices (BAP)-certified aquaculture facilities. And in 2016, the retailer said that it would source 90 percent of its wild-caught seafood volume from fisheries that are Marine Stewardship Council-certified.
Meanwhile, Kroger is expected to shore up its online sales of fresh and frozen seafood sales as it expands its Customer Fulfillment Centers, thanks to its 5 percent investment in U.K. online shopping firm Ocado.
Kroger recently announced Pleasant Prairie, Wisconsin, as the sixth location for a Customer Fulfillment Center. In June, Kroger broke ground on its first facility in Monroe, Ohio, and the retailer announced additional locations in Florida, Georgia, Texas, and in the Mid-Atlantic region.
Kroger is also pushing online shopping for the holidays. It offers same-day pickup services at its store and delivery in as little as one hour. Plus, it can ship items customers in one to three days.
“Kroger has done a great job of supporting its e-commerce sales, and should do very well this holiday season with its various delivery and click-and-pickup options,” Jacobwitz said.
Photo courtesy of Kroger
