Sobeys was actually my first computer job (worked on their inventory systems).
Here in Ottawa, they tend to be the highest priced store of all. However, remember that Sobeys isn't just Sobeys. They could choose to make the Safeways into one of their other stores. Foodland, FreshCo, Price Choppers... all of which sell the same Our Compliments stuff and the regular brand stuff, but at a cheaper price.
Or it could be a means of breaking into the BC marketplace where Sobeys only has 3 stores.
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