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Kroger yesterday said it is launching a new website - - designed to share "stories, ideas & inspiration from The Kroger Family of Companies."

Jessica Adelman, Kroger's group vice president of corporate affairs, said that the new site reflects a conviction that "customers, associates and other stakeholders are increasingly making decisions about where to shop, where to work, and who shares their values based on how well they understand the ways a company makes a difference for their people, communities and the planet. And in this equation, we believe that stories – credible, authentic, human stories – matter more than perhaps anything else."

The company says that "the new website features a variety of voices – produced by both freelancers and Kroger associates – sharing stories about Kroger's great people, innovative projects, and the ideas that are changing the way we eat, drink, and think about food. The multi-media site will feature long and short-form written content as well as video and photographic storytelling."
KC's View:
Anyone who reads MNB or is familiar with the approach that Michael Sansolo and I long have brought to our work will know that we believe fervently in the power of storytelling. I would urge Kroger to find unique ways to also highlight these stories in their stores ... and, as often as possible, customize those efforts so that the stories are about people in those stores.

I've had a chance to spend a bit of time on the new Kroger site, and I think it is a strong effort. You should check it out.