Kroger’s new addition to its savings program offers discounts on fruits and vegetables for customers enrolled in various government assistance programs through the month of January.

The company’s Verified Savings program is now offering a 20% discount on fresh produce, launched Dec. 29 and running through Jan. 31, to recipients of federal aid programs including the Supplemental Nutrition Assistance Program (SNAP), Medicaid, National School Lunch Program, Veterans and Survivors Pension Benefit and the Women, Infants and Children program, according to a news release from Kroger.

Carlo Baldan, Kroger group vice president of fresh merchandising, said in the release that the purpose of the program is to expand access to fresh food through improved affordability — part of the company’s “mission to end hunger.”

To receive the discount, eligible Kroger customers must sign up online using SheerID, a verification service. The verification will need to be renewed every five months.

The new discount is valid across all Kroger stores, including King Soopers and City Market, through the use of a Kroger digital account. Savings are valid on all fruit and vegetable purchases through Jan. 31, 2026, according to the release.

Kroger is the largest grocery store chain in Colorado, with over 150 locations statewide. The company’s unsuccessful $25 billion merger deal with Albertsons in 2024 put the grocery giant’s pricing strategy under the limelight, which included charging more for groceries in several of Colorado’s Western Slope locations.

Prior reporting by the Vail Daily found that customers in rural mountain towns with fewer grocery alternatives were charged more for the same Kroger products, which the company said was due to the higher fuel and labor costs required to transport groceries across the mountains.

Customers enrolled in the Verified Savings program are also eligible for half-off annual and monthly Boost memberships plans, which offer benefits like extra fuel points, free delivery on orders over $35 and other discounts.