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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.

D
Amazon Fresh
41.6/100
F
Kroger
37.6/100

Political donations

Amazon Fresh

FEC: $368K in executive political donations; partisan lean split across 10 executive donors.

Kroger

FEC: $18K PAC donations; 83% to Republican, 17% to Democratic committees.

Environment

Amazon Fresh

Via parent company Amazon: environmental violation: $10.3M in federal penalties (Violation Tracker).

Kroger

air pollution violation: $102.8M in federal penalties (Violation Tracker).

Labor

Amazon Fresh

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.

Kroger

320 federal penalties totaling $3.3B since 2000 (Violation Tracker).

DEI

Amazon Fresh

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

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

Amazon Fresh

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).

Kroger

$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

Amazon Fresh

Via parent company Amazon: Animal Equality campaign on Amazon Whole Foods + private-label egg sourcing transparency. [Animal Equality target]

Kroger

Open Wing Alliance: At risk — Simple Truth cage-free milestone partially reported. [Cage-free at risk]

Firearms

Amazon Fresh

No federal firearms license on record for this company in the ATF FFL registry — no licensed firearms dealing or manufacturing.

Kroger

No federal firearms license on record for this company in the ATF FFL registry — no licensed firearms dealing or manufacturing.

Privacy

Amazon Fresh

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

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

Amazon Fresh

No public record found.

Kroger

CEO-to-median-worker pay ratio 417:1 (median employee pay $106) — SEC proxy statement (DEF 14A, 2026).

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