I have been following with interest the story of French’s versus Heinz ketchup. If you’ve missed it, the story so far goes something like this.
Last year, worlds collided in the condiment aisle when Heinz introduced mustard not too long after French’s introduced ketchup. There was a lot more going on behind the scenes than just new product launches, though. If you grew up, as I did, in southern Ontario, you knew that Heinz ketchup was made in Leamington, a small town just outside of Windsor. In 2014, Heinz stopped making ketchup at the Leamington plant, which meant that not only were those factory workers out of work but all the local farms who supplied tomatoes to the plant were devastated as well. This article says Heinz consumed more than HALF of Ontario’s processing tomato crop, and Leamington’s economy was so inextricably bound to Heinz that it was called “Tomato Town.” The Toronto Star reported in May 2014:
This much is certain: Leamington ketchup is done. No longer will 200 bottles of the red stuff roll off the Leamington line every minute. No longer will the plant, which really has played a muscular role in the growth of the global conglomerate, boast of 80 million bottles of ketchup made annually. No longer will Heinz ketchup sport the “Proudly Prepared in Canada” label, the one with the red maple leaf, a claim made since the first bottle of Leamington ketchup was stoppered in 1910.
As a result, that monster-sized rendering of a ketchup bottle on the Oak Street side of the factory, the one with the crowing banner “Home of Canada’s Finest Ketchup,” will have to go. As for the argument over whether the Canadian version is sweeter than the Heinz ketchup made in the U.S. of A. — well, that conversation is over.
Into that giant footprint stepped French’s in January of 2016. French’s started making tomato paste for ketchup at the Highbury Canco plant formerly occupied by Heinz, using local Canadian tomatoes. Then suddenly everyone was talking about French’s ketchup in a social media groundswell after one fellow’s impassioned Facebook post went viral last month. As more and more people shared Brian Fernandez’ post about how he loves French’s because its ketchup is free of preservatives, artificial flavours and high fructose corn syrup, French’s ketchup flew off the store shelves. Each time I visited the grocery store this month, I chuckled to myself seeing the nearly sold-out shelves of French’s ketchup.
It was an easy decision for me as a consumer. Canadian made? Yes please. Inputs produced by Canadian farmers? Yes please. Free from high fructose corn syrup and preservatives? Yes please. I have been a lifelong fan of Heinz ketchup, but it was clear to me which brand I’d be buying from now on.
And so my jaw literally dropped open when I read this morning that Loblaws has said it will no longer carry French’s ketchup.
Loblaws told CBC News it has sold French’s ketchup since 2014, but the particular brand of the condiment was not extremely popular.
“Demand for the product has been consistently low,” a company official wrote in an email. “As a result, we have decided to no longer offer it as part of our regular inventory.”
The article goes on to say that “French’s ketchup stock is still available in some Loblaws stores, but not all.” I can tell you this for sure: I shop at my local Your Independent Grocer with fierce loyalty, and I’ve been a Loblaws customer for decades, but I will go to whatever store I need to in order to stock up on French’s ketchup, and I will never buy another Heinz product.
I hope Loblaws realizes how utterly tone-deaf and ham-fisted their actions appear and retracts this decision. I’m not saying they should exclusively carry one brand or another, but to exclude a brand riding a wave of popular support because it is made locally, supports Canadian farmers AND is more healthy? What were they thinking? I think Beloved put it best: here in Canada, it should not be the President’s Choice, but the Prime Minister’s choice, and the people’s choice. We’ll be a French’s ketchup family from now on.
What do you think? Spring thaw means BBQ season here in Canada: will you be re-thinking what’s on YOUR burgers and dogs from now on?
Edited to add: Dang, I knew the blog was powerful, but I didn’t realize quite how powerful! *wink* The Toronto Star is reporting that Loblaws has relented!
“We’ve heard our Loblaws customers. We will re-stock French’s ketchup and hope that the enthusiasm we are seeing in the media and on social media translates into sales of the product,” said Kevin Groh, the company’s vice-president of corporate affairs and communication.
“We will work with French’s to make sure we are in-stock as soon as possible,” Groh said Tuesday.
Imma call that a victory. Thanks for listening Loblaws!
Disclaimer: This post is my personal opinion only, and does not in any way reflect the opinions of my employer.
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