Kroger has announced it has introduced television and radio adverts in 191 US media markets to raise awareness of its Zero Hunger Zero Waste initiative.
Launched in September, the plan aims to end hunger in the communities Kroger calls home and eliminate waste across the company by 2025.
The company said that across the US, 42 million people struggle with hunger. At the same time, an estimated 72 billion pounds of food ends up in landfill sites every year.
Kroger said it will advocate for public policy solutions to address hunger and to shorten the line at food banks, lobbying for public policies that help communities prevent and divert waste from landfills, including recycling, composting and sustainability programmes.
Earlier this month, Kroger launched a strategic media campaign and introduced television and radio advertisements in key markets to boost its customers’ awareness and engagement with the initiative.
The campaign will run through the holiday season, supported by store-level customer giving programmes benefiting local food banks and hunger-relief organisations.
Kroger vice president of corporate affairs Jessica Adelman said: “Kroger and our family of stores love being a part of America’s Thanksgiving celebrations. At the same time, we acknowledge the absurdity that one in eight people struggle with hunger while 40% of the food produced in the US each year goes to waste. That just doesn’t make sense to us. And this season, we are grateful for our associates and trusted partners who are committed to doing something about it.”
She added: “Our purpose is to feed the human spirit by uplifting each other, our customers and our communities. Kroger is inviting everyone who is passionate about feeding people and protecting the planet to join us in helping us realise our vision of Zero Hunger Zero Waste.”
Kroger has partnered with Feeding America and World Wildlife Fund to achieve its vision, and is crowdsourcing for solutions and asking communities, partners and other stakeholders for ideas, feedback and best practices.
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