A growing boycott targeting Loblaw is gaining momentum online, with thousands of shoppers planning to take their business elsewhere in May. This boycott was organized by Emily Johnson, a mental health and addictions worker in Ontario, who created a Reddit group that gained thousands of members looking to voice their frustrations with Loblaw and other major grocers. The primary goal of the boycott is to have a financial impact on Loblaw, the largest Canadian grocer, but also to educate the public and draw attention from the government. The page is full of posts from people who plan to participate and a list of demands has been made to Loblaw organizers, including signing a grocery code of conduct and committing to affordable pricing.
Others, like Rahul Mehta, a Mississauga resident, were already cutting back on shopping at Loblaw and plan to fully boycott the company in May. Mehta hopes this boycott will drive shoppers to support local, independent stores rather than simply shift to other large grocers. Consumers increasingly feel powerless when it comes to the lack of choice they have, especially in smaller communities, according to Monica LaBarge, an assistant professor at Queen’s University studying food access and consumer well-being.
Loblaw’s response to this boycott includes walking back a controversial change to its discounts on products nearing their best-before date after public outcry. The company is paying attention to customers seeking ways to mitigate inflation by seeking out sales, buying more private-label products, and shopping at discount stores. Loblaw’s president and CEO, Per Bank, stated that the company must continue looking for ways to provide value in order to retain customers. While a boycott may not have an immediate impact on the company, it could build up over time as consumer habits change.
Some participants in the boycott, like Willi Fleerakkers, were once loyal Loblaw customers but have decided to boycott not only Loblaw but also Metro and Empire stores in May. Others, like Ann de Sequeira, have already begun their boycott due to Loblaw’s discount reduction on food nearing its expiry date. De Sequeira has cut Loblaw out of her life entirely, canceling her PC Financial Mastercard and moving her prescriptions from Shoppers Drug Mart. Loblaw’s reversal of the discount change showed de Sequeira that consumer voices can lead to action.
While some are unsure about the effectiveness of the boycott, others believe it will send a strong message to Loblaw and other major grocers. Tempa Hull, a resident of Halifax, acknowledges the challenges of boycotting for some individuals who may not have access to alternative grocery stores. She and her husband plan to participate partially in the boycott by reducing their shopping at Loblaw. Hull believes that the planned boycott will demonstrate the control that major grocers have over consumers, urging the government to take steps to address the issues faced by consumers in the grocery industry.
