Loblaws has apologized for missing the mark with a promotional text criticized for being unfair to farmers’ markets.
The text message sent directly to its customers last weekend read, “Skip the line at farmer’s markets, we have fresh produce at low prices. Shop now,” along with a link to the store’s digital flyer.
A screenshot of the text was posted onto various social media platforms and met with stark criticism from both farmers and consumers who see the value in shopping locally.
Farmers’ Markets of Nova Scotia released a statement lambasting No Frills and its parent company Loblaw, accusing them of being “clearly more committed to shareholder profits than they are to the well-being of farmers, small businesses, and consumers.”
“This giant corporation felt the need to punch down at small scale producers in order to promote their flyer, which they purport is built to support local farmers,” reads the statement. “But if a huge grocery chain asks you to avoid the very places where farmers are offered a fair price in the first place, then clearly they’re missing the point.”
The association said that most local farmers can’t afford to sell to the grocery giants due to “unfair locked prices” and “razor-thin margins.”
Loblaws also has exclusive sourcing contracts with many suppliers that are legally binding, preventing small scale farmers from selling to their grocery stores.
“In recent years, Loblaws has participated in price hikes beyond the rate of inflation, attempted to remove discount stickers from expiring foods, and increased Galen Weston Jr’s salary 56% up to $8.4 million. This has all happened while rates of food insecurity continue to soar in Nova Scotia and Canada,” reads the statement. “Let’s show No Frills what supporting Canadian farmers and producers actually looks like. Go to a farmers’ market this week. No Frills? No thanks.”
Many people online are now calling for a boycott of Loblaws, encouraging Canadians to get out and support their local farmer’s markets.
The Ontario mall Business Community, an online network for small business owners, also expressed its discontent with No Frills’ messaging.
“If this isn’t biting the hand that feeds you, then we don’t know what is. We’re going to talk about this because it needs to be talked about,” wrote the group in a social media post.
The post went on to say that farmers markets are only in operation for part of the year and the only place Canada’s local and independent farms can sell directly to the customer.
“Farmers’ markets are their home base and where they are able to do business directly with consumers without a middle man. They offer better value, fresher products, and community connections,” reads the post.
Loblaw, No Frills’ parent company, did not respond to True North for comment, however, it did issue an apology in a post to X.
“The text was meant to direct customers to our No Frills local summer produce program. However, the message in the text didn’t match the spirit of the campaign, and for this, we sincerely apologize,” reads the post. “We remain committed to supporting Canadian farmers and growers.”
Loblaw is currently being probed by Canada’s Competition Bureau along with fellow grocery giant Sobeys, regarding their use of property controls, according to Federal Court documents.