Corporate Social Responsibility (CSR) is a synonym for the entrepreneurial responsibility on a social, ecological and economic level. CSR is one of the fastest growing public relations disciplines. However, CSR is a widely unexplored field. The thematic complexity and the limited measurability are open challenges. In an effort to offer solutions, content respectively key aspects of communication and communication channels of Austrian food retailers are identified and analyzed. The theoretical part of the present study includes the emergence of CSR, theories, models, explanatory approaches as well as key factors for the increasing importance and methods of evaluation. Furthermore, the Austrian food retail's market power and structure are outlined and the status of CSR in corporate communications is explained. Nine Interviews with experts were conducted on the basis of literature research and subsequently evaluated with qualitative analysis according to Mayering. Findings show that the use of CSR in food retail is gaining significance, but its implementation and communication are still in their infancy. In general, only activities directly related to products are communicated. Food retail focuses on standard communication channels. However, interactive communication channels should be used more extensively, as they offer consumers the possibility to get in contact with corporations. Communication channels at the point of sale, especially employees, also represent potential communication channels that should be encouraged. Furthermore, the emotional branding of product- and corporate-related aspects could be beneficial. Respectability and credibility must be sought, because the line between emotional branding and manipulation is blurred.