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    Is Kroger’s (KR) eCommerce Hire and Fresh-Greens Push Quietly Reframing Its Turnaround Story?

    Simply Wall St·08/24/2026 10:24:34
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    • Earlier this month, BrightFarms announced that its Texas-grown, pesticide-free greenhouse greens are now available in more than 1,000 Kroger stores across the Dallas market, while Kroger also appointed veteran eCommerce leader Nate Faust as Executive Vice President and Chief eCommerce Officer effective September 1, 2026.
    • Together with CEO Gregory Foran’s recent acknowledgment of operational and cost challenges, these moves highlight Kroger’s twin focus on improving its store performance and strengthening its online and fresh-food offerings.
    • We’ll now examine how Kroger’s hire of veteran eCommerce operator Nate Faust could influence the company’s existing turnaround-focused investment narrative.

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    Kroger Investment Narrative Recap

    To own Kroger, you need to believe the company can lift margins while fixing underperforming stores and its unprofitable e commerce arm. The BrightFarms rollout and Nate Faust hire support that operational and digital focus, but do not obviously change the near term risk that rising costs and weaker store productivity keep pressuring profitability.

    The appointment of Nate Faust as Chief eCommerce Officer looks most relevant here, given e commerce profitability is a key risk in Kroger’s turnaround story. His background in large scale online retail and supply chains could be important as Kroger tries to improve its digital economics and tie together in store operations, fresh offerings like BrightFarms, and online fulfillment.

    Yet investors should also weigh how persistent cost pressures could still limit Kroger’s ability to…

    Read the full narrative on Kroger (it's free!)

    Kroger’s narrative projects $159.0 billion revenue and $3.2 billion earnings by 2029.

    Uncover how Kroger's forecasts yield a $70.71 fair value, a 22% upside to its current price.

    Exploring Other Perspectives

    KR 1-Year Stock Price Chart
    KR 1-Year Stock Price Chart

    Four Simply Wall St Community members currently value Kroger between US$70.71 and US$141.77 per share, showing a wide spread of opinions. You can set those views against concerns that e commerce remains unprofitable, which could influence how quickly any operational progress feeds through to overall performance.

    Explore 4 other fair value estimates on Kroger - why the stock might be worth over 2x more than the current price!

    The Verdict Is Yours

    Don't just follow the ticker - dig into the data and build a conviction that's truly your own.

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    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.