Amazon Fresh vs Kroger
On overall TruNorth grade, Amazon Fresh scores higher (Amazon Fresh: D, Kroger: F). Both graded from public records across nine values categories.
Political donations
FEC: $368K in executive political donations; partisan lean split across 10 executive donors.
FEC: $18K PAC donations; 83% to Republican, 17% to Democratic committees.
Environment
Via parent company Amazon: environmental violation: $10.3M in federal penalties (Violation Tracker).
air pollution violation: $102.8M in federal penalties (Violation Tracker).
Labor
Via parent company Amazon: 177 federal penalties totaling $2.8B since 2000 (Violation Tracker). Supply-chain signals: KnowTheChain 33/100; CHRB 9.4/26; UK MS statement; AU MS statement.
320 federal penalties totaling $3.3B since 2000 (Violation Tracker).
DEI
Via parent company Amazon: HRC Corporate Equality Index: 100/100 — Equality 100 Leader (2025). Top-rated LGBTQ+ workplace policies, benefits, and culture. JUST Capital JUST 100 — ranked #47 of Russell 1000 (2025) for treatment of workers, customers, communities, environment. HRC Corporate Equality Index 100/100 (2025) — top-tier LGBTQ+ workplace equality rating.
Kroger was recognized in 2024 as a 'Best Workplace for Diverse Professionals' by Mogul and as an 'All-Time Top Corporation for Women Business Enterprises' by WBENC, and its FY2025 proxy affirms board-level 'demonstrated support of our longstanding values of diversity and inclusion.' However, in its April 2025 10-K filing Kroger deleted its standalone DEI section, folding ESG commentary under broader 'sustainability risks,' a move documented on a tracker of companies rolling back explicit DEI disclosures.
Charity
Via parent company Amazon: $920M reported corporate giving in 2024 (~0.16% of revenue). JUST Capital JUST 100 — ranked #47 of Russell 1000 (2025) for treatment of workers, customers, communities, environment. Drucker Institute Management Top 250 — ranked #3 (2024) on customer satisfaction, employee engagement, innovation, social responsibility, and financial strength. Fortune World's Most Admired Companies — ranked #3 (2024).
$240M reported corporate giving in 2024 (~0.16% of revenue) via Kroger Co. Foundation. Operates the Kroger Co Foundation: $6.9M in charitable contributions, gifts & grants paid (FY2024, IRS Form 990-PF).
Animal testing
Via parent company Amazon: Animal Equality campaign on Amazon Whole Foods + private-label egg sourcing transparency. [Animal Equality target]
Open Wing Alliance: At risk — Simple Truth cage-free milestone partially reported. [Cage-free at risk]
Firearms
No federal firearms license on record for this company in the ATF FFL registry — no licensed firearms dealing or manufacturing.
No federal firearms license on record for this company in the ATF FFL registry — no licensed firearms dealing or manufacturing.
Privacy
Via parent company Amazon: Common Sense Privacy: Warning rating across 2 product(s) (Amazon Alexa, Prime Video) — does not meet minimum data-protection safeguards.
Kroger faces multiple active privacy controversies: (1) a federal class-action lawsuit alleging it used Meta's Pixel tracking code to share confidential pharmacy/health customer data without consent in violation of HIPAA; (2) an Illinois BIPA class action (Arnold v. Roundy's, Case No. 2020-CH-005622) alleging facial recognition scanning of shoppers and employees at Mariano's/Kroger stores without consent; (3) documented sale of customer data via its 84.51° subsidiary to 50+ companies including data brokers, generating an estimated $527M in 2024 'alternative profit'; and (4) Kroger's own published privacy policy confirms it collects biometric/facial recognition data in select Texas stores and discloses personal data to AdTech vendors, social networks, and data enrichment providers for targeted advertising.
Executive pay
No public record found.
CEO-to-median-worker pay ratio 417:1 (median employee pay $106) — SEC proxy statement (DEF 14A, 2026).
Compare any two brands on the values you care about — personalized to your 30-second quiz.
Open TruNorth →