An Open Letter to Canada’s Major Grocer: Does “Won’t Be Beat” Still Mean Anything?

To the Executive Leadership of Loblaw Companies Limited,

For years, Canadian consumers have been promised value at your checkout counters, a promise reinforced daily through multi-million dollar marketing campaigns and corporate price guarantees. Banners like No Frills have built empires on the pledge that Canadians "Won't Be Beat" on the cost of everyday essentials, asking families to sacrifice convenience by driving to crowded stores and bagging their own groceries in exchange for true discount savings.

But in today’s economic climate, where food affordability is a critical crisis for families across Ontario, we have to ask a simple question: Are those promises still being met?

Because the reality is this: Canadian families are overpaying for everyday essentials and they shouldn’t be.

At IndieFood, we compared one of the most essential items in a Canadian grocery basket: eggs.We lined up our farm-direct independent pricing against real-time shelf prices from your major discount grocer banner. What we found exposes a major disconnect between the promise of “discount” retail and what customers are actually paying across every tier.

Farm-Direct Eggs, Delivered for Less Than Discount Grocery Shelves

Product Category	No Frills Real Shelf Price	IndieFood Delivered Price	The Real Savings
Organic Eggs	$11.49 (Burnbrae Naturegg)	$7.20 (Local Organic)	37% cheaper (Saves $4.29 per dozen)
Large Brown Eggs	$5.99 (Burnbrae Farms)	$4.20 (Homestead Farm)	30% cheaper (Saves $1.79 per dozen)
Free-Run Brown Eggs	$7.18  (President's Choice)	$6.68  (Pasture-Raised)	Lower price. Higher quality. (Saves $0.50 per dozen)

Prices based on real-time No Frills shelf data. IndieFood pricing reflects delivered, farm-direct products from Ontario producers.

What This Shows

Farm-direct eggs beat discount grocery prices, up to 37% less, delivered, and higher quality across every tier. We are undercutting major grocery house brands on a weekly staple, while delivering it free across Ontario.

Rethinking the Cost of Scale

The traditional corporate grocery model relies on centralized, multi-layered distribution networks that leave food sitting in transit and warehouses for weeks before reaching store shelves, reducing value for both the consumer and the producer.

At IndieFood, we’ve taken a different approach. We move products from local Ontario producers to customers’ doorsteps within 24 to 48 hours. Without the burden of large corporate markups or retail overhead, our partner farms retain 80% of what the consumer pays, keeping more value within local agricultural communities.

Our vision is to scale this infrastructure into a Canada-wide independent supply chain, where food entrepreneurs can thrive without corporate gatekeepers, and Canadians have direct, affordable access to fresh, locally sourced food.

If "Won't Be Beat" is a genuine promise and not just a marketing slogan, it should be able to stand up to scrutiny. Why is a local independent business able to deliver farm-fresh staples directly to a customer's home for less than what the largest discount grocer charges at the checkout counter?

The data is on the table. The next move is yours.

Sincerely,

Corey Berman 

Founder, IndieFood

Better food. Better value. Delivered.