After Loblaw’s bread price fixing scandal was revealed late last year, affected customers were invited to have a free $25 gift card as compensation. Now, people are starting to get the gift cards they were promised, and recipients are having mixed emotions.
FYI for anyone who signed up – $25 Loblaws card arrived today. Look for it in your mail soon.
— The Smiling Goat – Thank You Jerry! (@thesmilinggoat) February 22, 2018
For those who are unaware, Loblaw is offering complimentary $25 gift cards to customers who were overcharged for the cost of some packaged bread products. Prior to the gift card offering, some shoppers overpaid for products at a number of major grocery stores (Loblaw included) due to an industry-wide price fixing arrangement involving select products that spanned 14 years.
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Well, the cards have started rolling in and people are weighing in on the company’s connection to the issue.
Hey @loblawdigital, thanks for reminding me that the reason I just got a #LoblawCard in the mail is because your parent company engaged in bread #pricefixing. I mean, of course they didn't. Just a random background image, is all.#Loblaws #branding #epicfail #itwasntme pic.twitter.com/CjJzvRR8tM
— Dmitry Nekrasovski (@dmitryn) February 21, 2018
@LoblawsON A $25 gift card seems inadequate for 14 years of illegal price-fixing of bread prices. You should agree to provide free bread to all Canadian food banks for 14 years, that should make things right. #loblawcard #Loblaw #loblawcard https://t.co/sRffNoAFrK
— Bill Belsey (@BillBelsey) January 9, 2018
Got my Loblaws price fixing card in the mail today. Activated it, put it in my wallet to use later, then turned around and donated $25 to the @yegfoodbank. It’s the simplest way to pass the $ on. If you can afford your own bread, go do the same. pic.twitter.com/lgZ1gorOTy
— Vikki Wiercinski (@VeekeeWeekee) February 21, 2018
In a statement released in December, George Weston and the brand announced that “actions have been taken” to address Loblaws’s role in the situation.
“This sort of behaviour is wrong and has no place in our business or Canada’s grocery industry,” said Galen G. Weston, chairman and CEO of Loblaw and Weston Bakeries. “This should never have happened.”
— David Wolfe (@davyseal) February 22, 2018
While the card is now available, not everyone can access it.
The brand says you can obtain the gift card if you purchased one or more of the following brands of packaged bread from Loblaws, Atlantic Superstore, Bloor Street Market, Cash & Carry, Club Entrepot, Dominion (in Newfoundland & Labrador), Extra Foods, Fortinos, Independent City Market, Loblaws City Market, Maxi, Maxi & Cie, No Frills, Presto, Provigo, Provigo Le Marche, Real Canadian Superstore, Real Canadian Wholesale Club, Valu-mart, Wholesale Club, Your Independent Grocer, or Zehrs in the period between January 1, 2002 and March 1, 2015:
- Ben’s Bread
- Bon Matin Bread
- Country Harvest Bread
- Dempster’s Bread
- D’Italiano Bread
- Gadoua Bread
- McGavin’s Bread
- No Name Bread
- Old Mill Bread
- POM Bread
- Weston Bread
- Wonder Bread
You also must be of the age of majority (which means 18 years or older).
There are also some terms and conditions to be aware of. Customers should note that the card cannot be used to purchase alcohol or tobacco products. It also cannot be used at The Mobile Shop or Loblaw-run Cooking School. The card can also not be redeemed for cash, nor can it be re-loaded.
Loblaw says it “reserves the right to limit the total number of cards that will be issued under the Loblaw Card Program.”
To receive a card, you can complete and submit a registration form.
Registration forms must be submitted by May 8, 2018 in order to be eligible.
What do you think about customers who were overcharged on bread receiving these gift cards?