How woke is Performance Food Group?

Introduction

Performance Food Group (PFG) is a massive name in food distribution, supplying everything from restaurants to hospitals and schools. But for a company that feeds so many, PFG also feeds into today’s social justice agenda, pushing environmental, social, and governance (ESG) policies and leaning heavily into diversity and inclusivity. While that’s a trend we see across corporations today, PFG’s public stance may raise eyebrows for those who prefer their food brands stick to, well, food.

Financial Contributions to Progressive Causes

Through its corporate responsibility programs, PFG sends a portion of its earnings into causes that address health “equity” and close gaps in under-resourced communities. Their partnership with the American Heart Association’s Social Impact Funds is a prime example, focusing on reducing health disparities. According to PFG, they’re “committed to giving back” by funding these programs. However, while well-intentioned, this dedication to social justice might leave some customers questioning whether PFG is more about politics than products.

Additionally, OpenSecrets reveals that PFG supports political candidates and initiatives centred on climate policies and social equity. 

Prioritization of DEI Policies

Diversity, equity, and inclusion—PFG’s got all three covered, and then some. The company doesn’t just discuss inclusivity; they’re making it a core part of their work culture. They’ve set up several Associate Resource Groups, including UNIDOS, tailored for Latinx employees. These groups, PFG explains, are “designed to provide a platform for diverse voices within PFG,” ensuring that all backgrounds are “represented and valued.” 

StockTitan reports that PFG’s resource groups are a big part of their workplace strategy. This heavy DEI focus could raise concerns for folks who believe hiring should be based on individual merit rather than group identity.

Mandatory Training Sessions

PFG doubles down on its social agenda through mandatory DEI employee training, covering topics like “unconscious bias.” Their 2023 ESG report noted that these training sessions are intended to “foster a culture of empathy and respect.” In the previous year, their 2022 report emphasized DEI modules as central to shaping an “equitable” work environment.

Support for LGBTQ+ Initiatives

If you thought PFG’s progressivism stopped at DEI, think again. PFG is also a vocal supporter of LGBTQ+ rights, backing Pride Month with initiatives like #ProudToBePFG across its social media platforms. It uses campaigns like this to show its pride in LGBTQ+ inclusivity. “Through our #ProudToBePFG campaign,” PFG declares, “we honor and celebrate the contributions of our LGBTQ+ community, standing firm on our values of diversity and inclusion.”

Marketing and Branding

PFG’s marketing doesn’t miss a beat when promoting its values. With the launch of EnvisionB2B, PFG aims to streamline the B2B buying experience and bring “transparency and choice” to customers. According to DigitalCommerce360, this rebranding move represents PFG’s bid to modernize the food distribution industry and cater to the new generation of socially-conscious buyers.

The company’s messaging emphasizes “inclusivity and sustainability.” As a press release explains, its branding aims to make it “a forward-thinking leader in food distribution.” 

Conclusion

Performance Food Group wears its progressive heart on its sleeve. With its DEI initiatives, substantial contributions to health equity, and LGBTQ+ support, PFG has embraced the modern, socially aware brand image. But while these moves may earn them favor among progressive consumers, there’s a risk of alienating stakeholders who prefer a more traditional, business-focused approach.