The head of Loblaw Companies, the country's largest supermarket chain, said Thursday that savvy shoppers are no longer just looking to pay the lowest prices they can for food.
Galen G. Weston, the company's executive chairman and newly named president, said Thursday that data from its latest quarter showed that customers are willing to pay more if they can get a wide assortment of high quality fresh food.
"Early indications across the board suggest that when we put the right proposition in front of the customer, price is not the biggest determinant of what they choose to buy," Weston said after Loblaw released quarterly financial results.
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