How woke is Fred Meyer?

Introduction

Fred Meyer, a beloved American chain of hypermarket superstores, has been a staple in the northwestern United States since 1922. Founded by Fred G. Meyer in Portland, Oregon, and now owned by Kroger, this retailer offers everything from groceries to clothing to electronics. Recently, Fred Meyer has gained attention for its alignment with progressive ideologies. In this review, we’ll analyze Fred Meyer’s financial contributions, DEI policies, mandatory training sessions, LGBTQ+ support, marketing, and branding to assess just how “woke” this brand really is.

Financial Contributions to Progressive Causes

Fred Meyer, backed by its parent company Kroger, has actively funded both political candidates and charitable organizations. Kroger’s political contributions reflect a strategy of supporting both sides, with $1,280,246 given in 2020, 61.08% to Democrats and 38.92% to Republicans. In 2022, they donated $377,288, splitting 41.13% to Democrats and 58.87% to Republicans.

Prioritization of DEI Policies

Fred Meyer has embraced DEI (Diversity, Equity, and Inclusion) policies wholeheartedly. As part of Kroger, they’ve set up a DEI Advisory Council to integrate diversity into all aspects of the company. 

“These are exciting times. This group of passionate leaders will bring diverse perspectives and voices to ensure Diversity, Equity & Inclusion are a part of every conversation, so all associates are represented.” states Monica Garnes, Fry’s Division president and DE&I Advisory Council executive chair. 

Kroger’s plans to spend $10 billion with diverse suppliers by 2030 further demonstrate their dedication to supporting diverse businesses.

Fred Meyer, however, sparked criticism from workers and community leaders when it banned employees from wearing Black Lives Matter (BLM) buttons in 2020, bringing into question where their priorities lie in terms of DEI. 

Mandatory Training Sessions

Kroger’s DEI page outlines several initiatives aimed at building an inclusive culture. These include launching Racial Awareness and Advocacy training for leaders and introducing Micro Diversity and Inclusion training modules for associates. These appear to be mandatory sessions designed to push the parent company’s DEI agenda.

In their words: “Kroger strives to reflect the communities we serve and foster a culture that empowers everyone to be their true self, inspires collaboration, and feeds the human spirit. Through our Framework for Action, we are committed to standing together and mobilizing our people, passion, scale and resources to transform our culture and our communities.”

Support for LGBTQ+ Initiatives

Fred Meyer’s support for LGBTQ+ initiatives is significant. They actively participate in Pride Month celebrations, offering Pride-themed merchandise and supporting LGBTQ+ community organizations. Their Pride Month page reads: “Here at Kroger, we’re proud to support diversity and inclusion in everything we do. Join us in celebrating the LGBTQ+ community with fun pride apparel, rainbow food ideas and much, much more.” 

Fred Meyer also achieved a perfect score on the Human Rights Campaign’s Corporate Equality Index, indicating a strong commitment to LGBTQ+ workplace equality.

Inclusive workplace policies and non-discrimination protections are the norm at Fred Meyer, and their engagement with LGBTQ+ organizations such as Tacoma Older LGBT shows their dedication to supporting LGBTQ+ communities.

Marketing and Branding

Fred Meyer’s marketing and branding strategies have fully embraced social activism. They emphasize community engagement and charitable giving through their Community Rewards Program, allowing customers to support local organizations by linking their rewards cards.

Kroger’s recent brand refresh, including Fred Meyer, highlights inclusivity with slogans like “Fresh for Everyone” and the use of diverse “Kroji” (Kroger emoji) characters in their marketing.

Their commitment to sustainability is also clear, with initiatives like energy-efficient lighting and food waste reduction frequently featured in their marketing materials to appeal to environmentally conscious consumers. Their page on Sustainable Groceries & Eco-Friendly Products says: “Kroger is committed to protecting human health and the environment, meeting the needs of our customer by reducing our environmental impact and continuously evaluating the social and economic impacts of our business.”

Conclusion

Fred Meyer’s alignment with woke ideologies is clear through their financial contributions, DEI policies, support for LGBTQ+ initiatives, and marketing strategies that focus on diversity, inclusivity, and sustainability. As the retail chain continues to show its commitment to progressive causes, this becomes a defining aspect of their brand identity and shapes how they are perceived by consumers.