Digital flyer subscribers received a message encouraging them to bypass farmers’ markets
By Diego Flammini
Staff Writer
Farms.com
Loblaws 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 said in its apology on X. “However, the message in the text didn’t match the spirit of the campaign for this we sincerely apologize.”
On July 20, Ontario subscribers to No Frills’s digital flyer received the following text:
“Skip the line at the farmers’ market. We have fresh produce at low prices. Shop now,” the message said, accompanied by a link to the digital flyer.
This prompted shoppers to show support for farmers’ markets.
“I’ve been shopping at farmers markets for years,” Mary-Lou Schagena said on X. “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 markets that are members of Farmers’ Markets Ontario.
And in total, farmers’ markets contribute about $2.47 billion annually to the provincial economy, the Ontario Federation of Agriculture says.
Loblaws acknowledged the importance of farmers in its apology.
“We understand the vital role Canadian farmers play in feeding our communities,” the company said. “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.”
For its part, Farmers’ Markets Ontario is using this situation to highlight the positive effects of these markets.
Shopping at a local market can provide multiple benefits compared to a larger retailer.
“The goal of farmers’ markets is to connect shoppers with the farmers and their local, in-season, and delicious foods,” the organization said on X. “Farmers’ markets may even be less expensive than the grocery store since you’re purchasing directly from the farmers without the middlemen. You know where it came from but more importantly, local food supports local families.”