The Unseen Hand on Your Grocery Cart

Why shelf space is a bigger deal than most Canadians think

We proved we could do it with #ElbowsUp. When the pandemic hit, Canadians rallied behind local producers, bought Canadian, and showed just how powerful everyday choices could be. We didn’t need a government program—we just needed a reason.

Well, here’s another one.

Because what’s happening in our grocery stores isn’t just inflation—it’s something closer to a protection racket. Small producers are forced to pay up just to stay visible, to stay competitive, or even just to get in the door. It’s not mobsters with bats—it’s slotting fees, pay-to-stay deals, and quiet pressures behind the scenes. But the squeeze is real.

And it’s not just squeezing the little guys—it’s costing all of us. When powerful retailers like Loblaw dominate shelf space, prices don’t go down—they stay inflated. Real competition from smaller, independent producers isn’t just about variety—it’s how we keep food prices fair, quality high, and pressure on the giants to earn their place.

If we want a food system that works for more Canadians—not just the biggest players—it starts with where we spend our food dollars.

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“It’s not mobsters with bats—it’s slotting fees and pay-to-stay deals. But the squeeze is real.”
— Between the Lines

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The Price of a Slot

Let’s start with slotting fees. That’s the price a brand pays just to get on a grocery store shelf. Think of it like an entry ticket—and it’s not cheap. A single product listing can cost anywhere from $1,000 to $25,000 per store, depending on the chain and the category. NielsenIQ estimates the average at $1,500 per SKU per store. Multiply that by even a modest regional rollout, and you’re looking at six figures before a single jar is sold.

That’s a brick wall for small Canadian producers—like your local jam maker or independent sauce company. Many simply can’t afford it.

The industry defends these fees as covering stocking and administrative costs. But critics, including the U.S. Federal Trade Commission, warn that they can stifle competition and limit consumer choice. One study found that slotting fees can consume up to 27% of gross profits in some product categories.

That’s not just a barrier—it’s a moat.

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Even if a small producer does make it onto the shelf, survival isn’t guaranteed. Grocery chains often demand ongoing promotional payments, pay-to-stay fees, or last-minute price cuts that squeeze already tight margins.

And there’s no standard pricing. A former industry insider summed it up like this:

“It’s whatever. It’s crazy… $5,000 here, but $75,000 there. If you want to stay in, you pay it—or you don’t.”

For multinational brands, that’s just the cost of doing business. For small Canadian producers, it can be a make-or-break moment.

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Grocery Cart Psychology

Now think about where things are placed.

That bright new snack right at eye level? It paid to be there.
Those end-of-aisle displays? Also paid placements.
Even product pairings—pasta with sauce, crackers near cheese—are often strategically priced and placed to encourage you to spend more.

It’s smart retailing, yes. But it also means your “choice” has already been curated for you. When shelf space is sold, smaller or newer products—especially those without the budget to compete—get pushed to the edges or disappear entirely.

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Why This Matters

Shelf space politics doesn’t just affect what ends up in your cart. It affects what gets made, how much it costs, and whether local producers have a fighting chance. And the more consolidated retail becomes, the more these dynamics intensify.

In Canada, three companies—Loblaw, Empire (Sobeys), and Metro—control most of the national grocery market. That kind of control distorts everything from pricing to supply to consumer choice. It’s not just about who stocks the shelves—it’s about who owns the playing field.

If we want real competition, more affordable food, and better access to local options, we have to break up the monopoly of shelf space.

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What You Can Do

We don’t need to wait for a legislative fix to begin rebuilding something better. We’ve done it before—during COVID, with #ElbowsUp. We can do it again. This time, in the fight against food system gatekeeping.

This summer, try this:

🧐 Look at what’s at eye level vs. what’s hidden.
🛒 Ask who’s getting the prime space—and who’s being shut out.
🥫 Try a smaller Canadian-made brand that isn’t front and centre.
🏪 Shop your farmers’ market, co-op, or independent grocer.

Each of us can become part of a quiet national rebuild—a civic-scale investment plan, one grocery dollar at a time. Every time you choose something because it’s small-scale, independent, or community-grown, you’re doing more than buying food. You’re helping rebuild a fairer, more resilient food system from the ground up.

This is what national projects look like when they’re powered by people.
And it starts with what’s on our shelves.

💬 If this gave you something to think about, tap the 💚 or drop a comment below!

💬 If this gave you something to think about, tap the 💚 or drop a comment below.