The National Rifle Association and its 5 million members are attempting to win over US public opinion in the debate over guns against the efforts of former New York City Mayor Michael Bloomberg as midterm elections approach.

Bloomberg, the media magnate and former New York City mayor, has unveiled his latest attack on American gun owners, taking the battle to where it will be felt the most: corporate profits.

Kroger, the largest grocery franchise in the United States, is one of many American companies that permits its customers to openly carry guns in its stores. While the NRA says such policies serve to protect individuals in the event of a shooting spree, Bloomberg’s Everytown for Gun Safety organization is against such a practice.

“In all states, but especially those where gun laws are lax, businesses have an obligation to protect their employees and patrons,” Shannon Watts, founder of Moms Demand Action, said in a statement.

Kroger’s responded to the criticism, saying that it abided by the law on a state-to-state basis.

“We know that our customers are passionate on both sides of this issue and we trust them to be responsible in our stores,” Keith Dailey, Kroger’s director of media relations told the Washington Post.

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