TORONTO, ONTARIO, CANADA - A bold strategy was adopted by Loblaw Companies Limited earlier this week after the retailer announced it rolled out a new grocery promise to its shoppers. The new Fresh Promise program promises that if customers are not satisfied with produce purchased in-store, it will be replaced and refunded, within seven days, no questions asked.

“We want customers to walk out of our stores every day feeling like they got the right value for them, and our stores across the province have doubled down on this commitment, with some exciting new programs,” said Frank Gambioli, President, Loblaw Super Market division. “We know how much freshness and quality plays into value, and the Fresh Promise means that Canadians shopping in Loblaw grocery stores can be confident in the produce they are buying. Because if it’s not fresh, it’s free.”

As a press release outlined, the Fresh Promise applies to any fresh produce item purchased at Loblaws, Independent, valu-mart, and Zehrs locations, both in-store and online.

The Fresh Promise program is aimed at delivering unparalleled quality and value. Loblaw noted that the promise means customers can trust that all produce at Loblaw grocery stores across Canada has been selected and handled with meticulous care to maintain optimal freshness. Once in-store, teams are then committed to routine stock checks to keep inventory fresh for customers.

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