Mission Statements of the Top Grocery Retailers

Corporate Mission, Vision and Values of the Largest Supermarkets

Fruit baskets in store

Barbara Farfan

All of the largest grocery stores and supermarkets in the U.S. have a mission statement. A mission statement is more than a just a piece of paper. It defines a business' corporate values, guides their employees and differentiates them from their competitors.

Because of the dominance of national food brands, the products and pricing offered at stores and chains that compete with each other are usually indistinguishable. This makes the customer experience at competing retailers even more important.

The mission statement of each major retail grocery store and supermarket chain accomplishes three things: It defines the brand the culture, and the customer experience. Each mission, vision, and values statement is as unique as the merchandise and shopping experience of each individual supermarket.


The H-E-B (H.E. Butt) slogan is "Because People Matter." Expanding on that, H-E-B notes, "We're in the people business. We just happen to sell groceries." Much of this retailer's values are rooted in serving its employees and people.

One of their values highlights its commitment to service, "At H-E-B, we believe grocery shopping is more than an errand. That’s why it’s our pledge to always go above and beyond. Here, we think like the customer, not about the customer."

King Soopers

King Soopers' mission statement differs from its parent company Kroger by encouraging its employees to focus on being team leaders in the merchandising and distribution of consumables. 

The retailer's vision is, "We will have a business culture where associates are engaged in their real work...which is to put each and every customer first...in ways we have not yet imagined. All associates will have supervisors who help them do this. Associates of every rank will work together in a fair and inclusive way. Every associate will see the direct effect of their efforts of putting the Customer 1st in our business results."

King Soopers also outlines its values, which include:

  • Honesty
  • Integrity
  • Respect
  • Diversity
  • Safety
  • Inclusion


Kroger's mission and values are focused on eliminating food waste and hunger. Kroger's "Zero Hunger, Zero Waste" mission includes helping end hunger while eliminating food waste.

Specifically, Kroger notes of Zero Hunger, "We bring hope and help to our communities by donating fresh, wholesome food from our stores to local food banks." And of Zero Waste, "Kroger’s anaerobic digester is helping us eliminate food and organics waste while also producing clean, renewable energy."


Publix's mission statement is built on a commitment to provide value to customers and stockholders, as well as employees. Publix is a customer favorite supermarket chain and its mission statement reads, "Our mission at Publix is to be the premier quality food retailer in the world."

Publix makes a number of commitments and values, including:

  • "Passionately focused on customer value,
  • Intolerant of waste,
  • Dedicated to the dignity, value and employment security of our associates,
  • Devoted to the highest standards of stewardship for our stockholders, and
  • Involved as responsible citizens in our communities."


Safeway's mission statement is focused on the talents and passions of its employees and the specific ways the company's employees can earn customer loyalty. The retailer's mission statement is, "We earn the loyalty of the people we serve by first anticipating, then fulfilling their needs with our superior-quality products, a unique shopping experience, customer-focused service and continuous innovation, while generating long-term profitable growth for our shareholders."

As well, Safeway has a vision statement, which is, "We earn the loyalty of the people we serve through the talents and passion of employees."

Trader Joe's

Trader Joe's mission statement is about friendliness, individual pride and company spirit. All of this helps create the constantly upbeat Trader Joe's customer experience that is so unique to the business.  

The company lays out its mission statement as, "The mission of Trader Joe's is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit."

Whole Foods

Whole Foods' operates with a set of values promoting its employees and healthy organic foods. Called its Core Values, they inspire the kind of employee actions that create an engaging and helpful Whole Foods customer experience. Its main value is, "Our purpose is to nourish people and the planet."

As well, Whole Foods lists satisfying its customers, providing high-quality natural foods and promoting employee happiness as its core values, among others.