MediaBuyerPlanner: Kroger has launched an organic foods line; to promote the line, its latest, 19-page Kroger MyMagazine – sent to Kroger Plus loyalty card members – is dedicated to organics. Advertising initiatives on regional levels supported the mailing, writes MediaPost.
The mailer includes articles, recipes and coupons, as well as an article by Kroger CEO which talks about how all of the Kroger stores are becoming more earth friendly, such as offering conservation training for associates on good energy habits, recycling and waste reduction. The company is also focusing on being more efficient in lighting the stores.
Organic foods made up less than 3 percent of total food sales in 2006, but annual percentage sales growth in the past decade has been in the high teens and 20s, according to the Organic Trade Association.
At the end of the first quarter of fiscal 2007, Kroger operated nearly 2,500 supermarkets and multi-department stores in 31 states.
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