Only a day after it was announced that grocery chains had agreed to support the Grocery Code of Conduct, Loblaws faced backlash and had to issue an apology online after a text message as part of a digital flyer campaign encouraged shoppers to bypass farmers’ markets.
“The text was meant to direct customers to our NoFrills local summer produce program,” Loblaws stated in its apology on X. “However, the message in the text didn’t match the spirit of the campaign for this we sincerely apologize.”
The offending text, sent to Ontario subscribers of No Frills’s digital flyer on July 20, read: “Skip the line at the farmers’ market. We have fresh produce at low prices. Shop now.” This message was accompanied by a link to the digital flyer, prompting a strong response from the public who championed farmers' markets.
Mary-Lou Schagena voiced her discontent on X, stating, “I’ve been shopping at farmers markets for years. There are no lineups, especially if you go to early market. From reducing food miles to minimizing waste, farmers’ markets are environmentally friendly & supporting local farmers = supporting local #economy, #food.”
Ontario is home to 180 farmers' markets, which collectively contribute approximately $2.47 billion annually to the provincial economy, according to the Ontario Federation of Agriculture.
Acknowledging the role of farmers, Loblaws emphasized in their apology, “We understand the vital role Canadian farmers play in feeding our communities. That’s why each year we partner with farmers from across the country to feature their local summer produce in our stories. We remain committed to supporting Canadian farmers and growers.”
Farmers’ Markets Ontario seized the opportunity to highlight the benefits of shopping at local markets, noting that they “connect shoppers with the farmers and their local, in-season, and delicious foods,” often at lower prices since customers buy directly from farmers without intermediaries.