On Saturday July 20, No Frills sent an advertisement by text to Canadians suggesting that they should skip the line at their local farmers’ market and purchase produce from No Frills stores instead. In a response to our Instagram post critiquing this advertisement, No Frills told us that they “remain committed to supporting Canadian farmers and growers.” We believe we have different understandings of what commitment and support means.
No Frills and their parent company Loblaws, which own 29% of Canada’s grocery store share, are 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. 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.
Most local farmers and producers simply can’t afford to sell to Loblaws. From unfair locked prices, to razor thin margins, to legally binding exclusive sourcing contracts… when a business focuses on shareholder profits over the financial wellbeing of the farmers it pretends to support, you know something is amiss.
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.
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.
Find a farmers’ market near you here.
