The flyer for the Victory Meat & Produce Market, a small grocer in New Brunswick, recently featured fresh local turkey for $3.99 a pound, two bags of carrots or onions for $4 and a bunch of celery for $2.29 91Ƶ prices that rival its national competitors.
For 81 years, the independent store has offered quality products at affordable prices, earning it a loyal customer base despite the increasing dominance of national grocery chains.
91ƵWe have long-term relationships with suppliers and local growers, and staff that have been here for 20 years,91Ƶ said Alex Scholten, co-owner of the Fredericton store. 91ƵOur customers are like family and I think those relationships are what has sustained us for so long.91Ƶ
The mom-and-pop style business has become increasingly rare in Canada91Ƶs highly consolidated grocery industry.
Loblaw, Sobeys and Metro make up more than half of all food retail sales in Canada, according to the Who91Ƶs Who 2022 report by industry trade magazine Canadian Grocer.
Add Walmart and Costco to the tally, and just five companies control three-quarters of grocery sales across the country, the report found.
That market concentration has come under intense scrutiny in recent months as food prices increased at their fastest clip in 40 years.
All five companies have faced accusations of profiteering, with executives summoned to testify before a parliamentary hearing in Ottawa where they were grilled by MPs about higher grocery bills.
The grocery executives denied the accusations, telling MPs that their margins on food are low.
91ƵThe truth is we are at the end of a very long food supply chain that has economic inputs at every step and stage,91Ƶ Empire president and CEO Michael Medline said to the committee in March.
The federal competition watchdog has separately launched a study into grocery store competition in Canada, questioning whether 91Ƶcompetition factors91Ƶ 91Ƶ in addition to extreme weather, higher input costs, Russia91Ƶs invasion of Ukraine and supply chain disruptions 91Ƶ could be affecting the price of food. The Competition Bureau plans to publish its findings in June.
The study comes as Ottawa conducts a long-promised review of Canada91Ƶs competition laws, one that strives to 91Ƶmake life more affordable for Canadians,91Ƶ Innovation Minister François-Philippe Champagne said when the review was launched in November.
Yet when it comes to groceries, just how much consolidation and competition issues influence the price of milk, bread or vegetables is complicated.
While Canada91Ƶs grocery sector is highly concentrated, it91Ƶs also very competitive, said Michael von Massow, a food economy professor at the University of Guelph in Ontario.
91ƵI would argue that consolidation provides economies of scale,91Ƶ he said. 91ƵI know the view that there91Ƶs value in size is unpopular 91Ƶ but it probably helps prices. We have a very competitive consumer market for food.91Ƶ
The current distrust of grocers likely stems in part from Canada91Ƶs bread price-fixing scandal, von Massow said.
In 2017, George Weston Ltd. and Loblaw Companies Ltd. revealed that both participated in an industry-wide bread price-fixing arrangement for over a decade.
Canada91Ƶs competition watchdog alleged in court documents in 2018 that at least $1.50 was artificially baked into the price of a loaf of bread during the 16-year bread-price-fixing conspiracy involving the country91Ƶs largest bakery wholesalers and grocery retailers.
The Competition Bureau says its investigation into bread price-fixing is ongoing.
The scandal has given Canadians good reason to be skeptical about the cause of high food prices 91Ƶ especially as grocers post significant profits, von Massow said.
91ƵWe feel the pinch at the grocery store,91Ƶ von Massow said. 91ƵWe91Ƶre looking for someone to blame and that91Ƶs who91Ƶs charging us more.91Ƶ
But food inflation is due to a number of inflationary pressures that affect the entire supply chain, he said.
Indeed, Fredericton91Ƶs Victory Meat & Produce Market has seen costs rise more or less on par with the large grocers.
Transportation, utilities, food and labour costs have all soared over the last couple of years, Scholten said.
The store works hard to keep costs low, but Scholten said prices have still gone up.
While more competition in the grocery sector would be a good thing, he said it might not make that much of a difference with prices.
91ƵIt91Ƶs just the environment we91Ƶre in right now,91Ƶ Scholten said. 91ƵEverybody is facing significant cost increases.91Ƶ
Still, Canada91Ƶs big grocery chains take advantage of their size and possibly even engage in uncompetitive behaviour, von Massow said.
91ƵI think where they91Ƶre leveraging that market power is back up the supply chain to suppliers,91Ƶ he said. 91ƵIt can make it tough for smaller, independent grocers to compete because they can91Ƶt buy as well.91Ƶ
Indeed, one of the keys to Victory91Ƶs success is its wholesale business.
91ƵWe offer both retail and wholesale products, so we91Ƶre able to build a volume that91Ƶs sufficient enough to give us the buying power to compete with much bigger competitors,91Ƶ Scholten said.
Michael Graydon, CEO of supplier industry group Food, Health & Consumer Products of Canada, said there are both benefits and drawbacks to concentration in food retail.
91ƵThe grocery market is consolidated, there91Ƶs no question about that,91Ƶ he said. 91ƵThere are some benefits. They are very sophisticated retailers with a robust supply chain, so getting products from the manufacturers to distribution to store tends to be fairly efficient.91Ƶ
It91Ƶs also easier selling to five companies rather than 25 for some suppliers, he said.
But there are downsides as well, Graydon said.
91ƵThere is a power imbalance and this is fundamentally why we91Ƶre working toward a code of conduct,91Ƶ he said.
The industry-led Canadian grocery code is expected to be released in the coming weeks.
The document is expected to increase 91Ƶfair and ethical dealing91Ƶ across the grocery supply chain in Canada, according to a draft version of the code viewed by The Canadian Press.
91ƵIt establishes some rules for engagement,91Ƶ Graydon said. 91ƵIt takes away a lot of that unilateral decision-making and imposing terms on manufacturers without negotiations.91Ƶ
But the drawback of levelling the playing field between grocers and suppliers could be even higher prices, von Massow said.
If you limit the degree to which grocers can put pressure on suppliers, he said it could take money out of the grocers91Ƶ pockets.
91ƵThey91Ƶre either going to eat that 91Ƶ and it will have no impact on prices 91Ƶ or they91Ƶre going to pass at least some of it on to consumers,91Ƶ von Massow said.
91ƵBrett Bundale, The Canadian Press
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