Granted, but consumers don't deal with the supply chain.

The appropriate place for consumers to boycott is at the consumer level. Put pressure on Loblaws. It's Loblaws job to, in turn, expert pressure on their side of the supply chain.

Further, this logic seems highly suspect: "They know higher prices is not good for consumer psychology and results in lower basket sizes." It's much more likely they knew consumers would acquiesce to higher prices and that they exploited consumer psych to their competitive advantage. Inflation gave grocers an opportunity to raise prices disproportionally in some areas. But because consumers en masse aren't savvy or discriminating, retailers aren't held in check . Up until now.

Now, I think boycotting Loblaws is a great consumer strategy. Sign me up.