Mission Statements of the Top Grocery Retailers

Corporate Mission, Vision, and Values of the Largest Supermarkets

Fruit baskets at a grocery store

Barbara Farfan

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

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 is where a mission statement becomes 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 shopping experience at the supermarket it represents.


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 customers.

One of its 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 larger human causes. The chain's overarching mission statement is "To Feed the Human Spirit," and its "Zero Hunger, Zero Waste" mission includes helping end hunger while eliminating food waste.

Specifically, Kroger notes of the program, "A world with Zero Hunger | Zero Waste: that’s our commitment. As America’s grocer, we believe we have the size and scale, expertise and local connections to tackle this challenge."


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 expands on this commitment with these values, stating its commitment to be:

  • 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
  • Involved as responsible citizens in our communities


Albertson's mission statement is simple: "Albertsons Companies is made up of more than 2,200 stores, approximately 270,000 employees, and millions of customers who all want the same thing—good food, thriving communities, and a healthy planet."

The way the company and its brands, which include Safeway grocers, put this into practice is through a commitment to sustainable practices and products, and dedication to diversity and inclusion. 

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. Its purpose statement reads:

Our purpose is to nourish people and the planet. We’re a purpose-driven company that aims to set the standards of excellence for food retailers. Quality is a state of mind at Whole Foods Market.

Whole Foods also states what it calls its Core Values, which include satisfying its customers, providing high-quality natural foods, and promoting employee happiness, among others. These values inspire the kind of employee actions that create an engaging and helpful Whole Foods customer experience.