Editor’s note: This story is part of an ongoing retail trends series, “Eat More Plants.”
As health and wellness continue to shape consumer purchasing habits, major supermarket chains are moving beyond standard inventory choices to actively guide customer health decisions.
In recent initiatives, both Kroger and Hy-Vee have launched distinct campaigns aimed at promoting nutritional awareness, supporting preventive health and easing financial constraints for wellness-minded shoppers.
Kroger Focuses on Seasonal Produce, Virtual Nutrition
Kroger is incentivizing healthier eating habits by tying nutritional advice directly to customer savings. Recognizing that peak-season fruits and vegetables offer optimal vitamin, mineral and antioxidant levels, the grocer is offering $5 off any $20 produce purchase redeemed in-store or via the Kroger app.
“The best thing about eating well in August and September is that the most nutritious foods are also the most delicious ones,” says Laura Brown, director of nutrition for Kroger and also a registered dietitian and licensed dietitian nutritionist. “Peak-season produce is naturally higher in fiber, vitamins and antioxidants — and because it’s so fresh, it’s easy to enjoy.”
Here are a few things shoppers should keep in mind when looking for the perfect fresh produce for them in August and September:
- Berries — Among the highest antioxidant foods available and a good source of fiber.
- Corn — A whole grain that provides fiber, B vitamins and carbohydrates for energy.
- Peaches — A good source of vitamins A and C, fiber and water.
- Peppers — Exceptionally high in vitamin C, versatile and naturally filling.
- Tomatoes — Rich in lycopene, vitamin C and potassium.
- Watermelon — Naturally hydrating and a good source of lycopene and citrulline.
- Zucchini — High in water content and a good source of potassium and several B vitamins.
To complement these promotional discounts, Kroger is offering virtual consultations with registered dietitians via Kroger.com/Health. These appointments assist shoppers with meal planning, navigating nutrition labels and selecting seasonal produce. Furthermore, Kroger says it has expanded digital fulfillment for these items through pickup, fast delivery and partnerships with DoorDash and Uber Eats.
Hy-Vee Partners With the American Heart Association
Taking a fundraising and community-focused approach, Hy-Vee has partnered with the American Heart Association for its nationwide “Life is Why” campaign throughout September. Responding to AHA projections that nearly 6 in 10 U.S. adults will develop cardiovascular disease within the next 30 years, Hy-Vee is enabling customers to round up their purchases at traditional registers and self-checkouts to donate to the organization.
“Hy-Vee’s support of the American Heart Association’s ‘Life is Why’ campaign exemplifies the power of collaboration in driving meaningful change in heart and brain health,” says Kevin Harker, AHA executive vice president of the Midwest Region. “This will help fund more critical research and enable us to reach more communities with lifesaving initiatives. Together, we are making strides towards a healthier future for everyone.”
The funds raised will support:
- Cardiovascular and stroke research aimed at improving health outcomes.
- Annual CPR training for over 2.5 million high school students.
- Initiatives led by local entrepreneurs to address health disparities in under-resourced communities.
Additionally, Hy-Vee is supporting the AHA’s Together Tuesdays initiative, which emphasizes the mental and physical benefits of sharing healthy weekly meals with family or friends. The campaign provides shoppers with practical scheduling tips, budget-friendly recipes aligned with AHA dietary guidelines and conversation starters designed to foster social connection and lessen stress.
The Retail Takeaway
Whether through direct savings on nutrient-dense foods or register-driven charitable campaigns, grocers are increasingly serving as accessible frontline resources for public health. By combining financial rewards, professional nutritional guidance and community advocacy, supermarket operators are aligning their brands with the broader lifestyle and wellness priorities of modern shoppers.
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