Late last year, Emily Johnson took to Reddit to share her frustration with how expensive food in Canada has become.
She fixated on one grocer in particular: Loblaw, the dominant food retailer in Canada, boasting nearly 2,500 stores.
Her Reddit group - named LoblawsIsOutofControl - was filled with photos of grocery items for sale at seemingly egregious prices, like C$40 ($29.36; £23.06) for 1.4 kilograms of chicken.
Soon after, Ms Johnson and others banded together to launch a nation-wide boycott against Loblaw, saying they were fed up with the disparity between rising food prices and record profits.
I know, Maxi is part of Loblaws as I wrote, but unfortunately it is the cheapest grocery in QC, but I go more and more at SuperC now.