Farmers markets and business groups battle Loblaws over derogatory text ad

Farmers markets and business groups say they are “saddened and disappointed” in NoFrills and its parent company Loblaw after the company sent out a mass advertising text message encouraging customers to “skip the line” at their local farmers market and visit its stores.

The Nova Scotia Farmers Market Cooperative and the Ontario Small Business Community say they were alerted to a text message with the latest NoFrills flyer that included the derogatory message on July 20.

Both groups have issued statements on social media accusing Loblaw of targeting small business owners, who cannot remain open to customers year-round and often face many barriers when seeking to sell products in grocery stores.

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The text message comes just two months after thousands of Canadians participated in a boycott of Loblaw in response to the company’s rising profits and amid rising costs of living across the country.

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In a comment posted in response to the Nova Scotia Farmers Market Co-op’s Instagram post, NoFrills said the company understands the “vital role” Canadian farmers play in feeding communities and partners with many of them each summer to sell local produce in its stores.

It is not yet clear how widely the text was distributed and Loblaw did not immediately respond to requests for comment on Saturday.