At The Kroger Co., we are Fresh for Everyone™ and dedicated to our Purpose: To Feed the Human Spirit®. We are, across our family of companies, nearly half a million associates who serve over 11 million customers daily through a seamless shopping experience under a variety of banner names. We are committed to creating #ZeroHungerZeroWaste communities by 2025.

We are proud of the commitments made by Our Brands—specifically, Simple Truth® and Private Selection®—to support the vision of the world’s first sustainable supply chain through their Sustainable Coffee Challenge goals.

Kroger’s Simple Truth® brand—the largest natural and organic product line in the country—offers more than 2,600 unique products across multiple categories, including grocery, meat, produce, deli, bakery, baby, household essentials and personal care. Simple Truth® and Simple Truth Organic® products are free from 101+ artificial preservatives and ingredients, making natural and organic products more affordable and accessible for customers.

Kroger’s Private Selection® brand—our culinary-inspired premium brand—offers more than 2,000 unique products across various categories, including grocery, meat, seafood, produce, deli and bakery. Private Selection’s curated collection of high quality products truly elevate any occasion.

Through our Fair Trade Certified products, Kroger has supported communities in 19 countries across the world. In fact, Kroger’s Simple Truth® brand is the largest purchaser of Fair Trade Certified coconut in the world. Thanks to our customers’ purchases, communities have been able to invest in healthcare, education and scholarships, calamity funds, feeding programs, waste management infrastructure, replanting and much more.

Statement of support

“We’re proud that our Simple Truth and Private Selection brands can use Fair Trade Certified ingredients to help empower farmers, spark sustainable business and support thriving communities. As part of the Sustainable Coffee Challenge, we are deepening our global impact through Kroger’s commitments to sourcing 100% Fair Trade Certified coffee for our Simple Truth and Private Selection products.” – Brad Studer, Sr. Director of Our Brands, Kroger

Action Networks
Partner Since September 2019

Our Commitments

Kroger's Simple Truth brand is committed to sourcing 100% Fair Trade Certified coffee. We are proud to share that we already source 100% of our Simple Truth coffees from abroad in accordance with Fair Trade standards. We will uphold this commitment as we add new products and new coffee-growing regions—including those in the US—become certified over the next few years.


July 2022

In 2021, 17 of 18 Simple Truth coffee products were Fair Trade Certified. One Kona coffee product was not Fair Trade Certified, due to lack of availability. Thus, 94% of Kroger's Simple Truth brand products were Fair Trade Certified in 2021.

Status 94% complete
Target date 2021
Countries targeted Global

Kroger's Private Selection brand is committed to sourcing 100% Fair Trade Certified coffee from international growing regions by Q2 2022. We will uphold this commitment as we add new products into our assortment.


July 2022

Kroger's Private Selection brand sourced 100% Fair Trade Certified coffee in 2021.

Status 100% complete
Target date 2022
Countries targeted Africa, Asia, North America, South America