Kroger Co.’s Simple Truth natural and organic store brand has won acceptance from consumers so fast that it’s solving a key mystery for Kroger executives.
Kroger CFO Mike Schlotman said at the BMO Capital Markets Farm to Market investor conference in New York last week that Simple Truth has gained a reputation among customers for high quality just four years after its launch.
“That brand is certainly resonating with the customer and it’s becoming one of those products that purely by the label, it’s quickly gained believability and trust with the customer that it is what it stands for,” Schlotman said.
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