A boycott targeting Loblaw is gaining momentum online, with what could be thousands of shoppers taking their money elsewhere in May.

It’s the latest sign of Canadians’ mounting frustration with the major grocers, which have been under political and public scrutiny for rising food prices and profits.

“We don’t want to struggle anymore,” said Emily Johnson, a mental health and addictions worker in Milton, Ont., and one of the boycott’s organizers.

Johnson and others started organizing the boycott after a Reddit group she created gained thousands of followers looking for a place to complain about Loblaw and other grocers.

The page, r/loblawsisoutofcontrol, now has about 56,000 members. While there’s no way of knowing how many will participate in the boycott, the page is full of posts from people who say they plan to, or have already started. There’s also a list of demands to Loblaw from the boycott organizers that includes signing a grocery code of conduct and committing to affordable pricing.

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