Loblaw backs away from plan to end 50% discount on food nearing best-before date

Loblaw Companies Ltd. is backing down from its decision to nix a 50 per cent discount on food products nearing their best-before dates.

"We've listened to the feedback from our customers and colleagues and are reverting [where it existed before] to the 50 per cent off discounts," the company, whose stores include Atlantic Superstore, No Frills, Dominion and Freshmart to name a few, told CBC News in an email on Friday.

"In the Atlantic, we had not implemented the change and will not. In the rest of the country, customers can expect to see 50 per cent stickers returning in the next few weeks."

Earlier this week, CBC reported that an email from Loblaw Companies Ltd. stated it would no longer discount perishable foods like meat, fruit, and vegetables by 50 per cent as their best-before date approaches.

The decision was widely criticized by people who rely on the discount to eat, especially as the price of groceries continues to rise.

WATCH | Many shoppers feel there is little they can do to counter high prices: 

Loblaw to reinstate 50 per cent discount after ‘feedback’

10 months ago

Duration 1:58

After backlash from shoppers, Loblaw says it will return to discounting products by 50 per cent when they’re about to expire. The company said it ‘listened to the feedback from our customers and colleagues’ after revealing last week the discount would drop to 30 per cent.

Bill VanGorder, the national advocacy chair for the Canadian Association of Retired Persons (CARP), welcomed the news and said it made his Friday evening.

Doing 'the right thing'

"I think that's just wonderful news and isn't it good news to think that a large company like Loblaws is able to listen to the customers and react and do the right thing. I can't be more complimentary to them in terms of being able to see the light on this issue," VanGorder said.

VanGorder said the discount will make a "huge difference" for people on a limited income. He said when the announcement was first made, he got a lot of calls and emails from people across Canada who were concerned.

"I hope that all the food retailers will look at this decision and realize that it's in their best interest to follow the needs of older Canadians across the country and be a part of giving them a comfortable life that they deserve to live," he said.