Yes. FreshCo publishes a “Lowest Price Guarantee”: it beats an eligible local discount-supermarket competitor’s advertised price by 1 cent on an identical item. It’s a real, official program, not an informal store-level accommodation, but it only applies to specific competitor types and comes with conditions and exclusions.
Confirmed in FreshCo’s official Lowest Price Guarantee terms: FreshCo will beat an eligible local discount-supermarket competitor’s current advertised price on an identical item by 1 cent. FreshCo is operated by Empire Company (Sobeys).
The exact list of which competitors count as eligible “local discount supermarkets,” and the full exclusion list, are spelled out in FreshCo’s official terms linked above. Confirm against the current terms before relying on a specific comparison, since the eligible-competitor list and exclusions can be updated.
Does “Compliments” match a different store brand like Great Value?
A common version of this question is whether FreshCo’s own “Compliments” store brand can be matched against Walmart’s “Great Value” store brand, or vice versa. Generally, no — price-match programs require the identical product, and store brands are manufactured and owned separately by each retailer. A Compliments item and a Great Value item are comparable products, not the same product, even when they look similar or serve the same purpose. This applies whether the comparison runs through FreshCo’s own Lowest Price Guarantee or through a Superstore ad-match request.
If you’re trying to match a store-brand item, look for an identical national brand product instead, or check whether the specific program you’re using treats “comparable” private-label items differently. Most do not.
In-store, online, pickup, or delivery
The Lowest Price Guarantee is structured as an in-store, checkout-time comparison against a printed or digital competitor flyer. Confirm with your local FreshCo whether online or pickup orders are handled the same way, since the official terms are written around the in-store experience.
Does it apply to groceries?
Yes — FreshCo is a grocery banner, and the Lowest Price Guarantee applies to grocery items sold there, subject to the eligible-competitor and exclusion rules in the official terms.
What proof would likely be needed
The same as most documented programs: the exact product (brand, size, count, variety), a current dated competitor flyer or offer, and confirmation the competitor sells the item directly rather than through a marketplace listing.
Common exclusions
FreshCo’s official terms set the specific eligible-competitor list and exclusions — check them directly rather than assuming. As with most ad-match programs, expect clearance pricing, loyalty-app-only offers, and multi-buy deals to be treated differently from a straightforward single-unit comparison.
How this relates to PC Express / Superstore price matching
FreshCo’s Lowest Price Guarantee is a separate program from Real Canadian Superstore’s ad-match policy — they’re run by different companies. If your goal is to use a FreshCo flyer price against a Superstore order instead of shopping at FreshCo directly, see Does Superstore Price Match FreshCo? for that ad-match process, including how regional flyers and selected varieties affect eligibility.
When PriceGoose can help
PriceGoose compares your PC Express order against eligible competitor flyers, including FreshCo, and filters out store-brand and multi-buy mismatches before you submit a request.